Niue Tourism launches its first major brand campaign ‘Real Niue’ via Indie agency RUN

Indie creative agency RUN is behind the first ever major brand campaign, ‘Real Niue’, for Niue Tourism.

The campaign aims to give viewers just a glimpse, rather than showing everything the country has to offer, by simply telling real people’s stories.

VIEW THE FILM

The initial launch is made up of three 60 second brand films, rolling out over the next few weeks. The films feature visitors to the island – real people not actors – who were happy to be filmed and allow us to let their stories be our inspiration.

Says Raymond, McKay: CD, RUN: “What you see is what you get and that was pretty much how we approached the casting, which was done at the departure lounge, the resort and on the side of the road. We were trying to capture Niue and everyone on it in their natural state.”

Launch events were held in Auckland and on-island in Niue late last week. The initial campaign will run for six weeks across digital platforms and print media, and includes the brand films as well as short form content and VR (to be used at trade shows and expos), with further content released over two years including outdoor advertising. This will be supported by a social campaign to create a ‘campfire’ community for storytelling.

The campaign has been developed to align with a new brand strategy, an accumulation of 12 months of research and work between RUN and Niue Tourism, distilled down into the simple truth – ‘Nowhere like us’. This will form the central thought to how the island will be stepping forward as a destination, featuring in all future promotions.

Says Laura Cibilich, director, RUN: “Niue is different from other Pacific Islands and attracts a different kind of traveller. It’s a genuine experience with real nature and real people; its lack of touristy add-ons is what makes it stand out. This authenticity is something we wanted to capture with the campaign and overarching brand strategy.

“This has been something we’ve been aiming to do since we won a tender for the Niue Tourism account in 2015, and we’re incredibly proud of it.”

Niue Tourism CEO, Felicity Bollen, presented the new strategy and campaign to the UN World Tourism Organisation in Japan earlier this month, where it received great praise and accolades for its refreshing, on point message.

Agency: RUN

Senior Creative/Writer: Mike Kelly