Tourism NZ launches 'One journey leads to another' global campaign via TBWA Sydney

Tourism-NZ-2017.jpgTourism New Zealand has launched 'One journey leads to another', a global campaign via TBWA Sydney. 

The mobile-led campaign begins with a film shot specifically for vertical screens that explores the hidden gems found in New Zealand's regions. Diving at Poor Knights Islands marine reserve, glamping in Abel Tasman National Park and exploring ice tunnels on Franz Josef Glacier are just a few of the discoveries featured in the campaign. 

The campaign will be launched across global media partners including Facebook and Google, WeChat and Qyer, and will run in all Tourism New Zealand's target markets.

OOH_1-web.jpgOOH_2-web.jpgOOH_3-web.jpgSays Andrew Fraser, Director of Marketing Tourism New Zealand: "New Zealand's tourism has seen unprecedented growth in recent years, with more Aussies now seeking out a more diverse and enriching holiday  experience. With new discoveries just waiting to be unearthed, we wanted to show the range of experiences and hidden gems that New Zealand has to offer and inspire travellers to go beyond the key hubs.

"The campaign aims to inspire travellers with the unexpected regional experiences on offer, delivering this right into their hands, with this mobile-led creative."

Adds Craig Brooks, TBWA Sydney deputy executive creative director: "There's always something around the next corner in New Zealand. We wanted to capture that sense of serendipity and reveal that it's your curiosity that guides you from one great experience to the next." 

Agency: TBWA Sydney
Deputy ECD: Craig Brooks
Associate Creative Director: Katrina Alvarez-Jarratt
Associate Creative Director: David Roberts
Writer: Chloe Saintilan
Art Director: Andrew Torrisi
Group Account Director: Erin Kelly
Account Director: Helen Campbell-Borton
Campaign Manager: Matthew Moran
Chief Strategy Officer: Hristos Varouhas
Senior Integrated Producer: Lauren Reilly
Design Director: Chris Mawson
Retoucher: Nick Mueller
Sound: Beau Silvester
Content Editor: Etienne Ancelet

Production Company: Finch
Director: Nic Finlayson
Executive Producer: Karen Bryson
Producer: Catherine Anderson
DOP: Lachlan Milne
Second Unit DOP: Darryl Ward
Post Production: ARC EDIT (offline) and Finch (grade/online)
Editor: Drew Thompson
Colourist: Trish Cahill
Online: Andy Timms

Music: The Passenger, written by James Osterberg and Ricky Gardiner (Hebbes Music / BMG / EMI Publishing) and performed by The Phoenix Foundation
Music Supervision: Anton Trailer 
 
Photographer: Fraser Clements
Photography Assistant: Jake Dennis

Client: Tourism New Zealand
Director of Marketing: Andrew Fraser
GM Global Marcoms: Kate Necklen

9 Comments

Iggy said:

Would weep at this drivel...I can't believe they manage to repeat this rancid brief / formula every year..and get way with ruining an iconic song to boot.....we are now prisoners not passengers on this dull journey....

Fred said:

zzzzzzzzz. Possibly New Zealand's most boring campaign ever. Generic.But maybe that's the strategy.

The Judge said:

I remember feeling a certain amount of pride when I saw some new creative from this client.

Verdict: I no longer do. This is no fun house.

Youth said:

The music sounds like some old ad guys, getting their favourite song re-recorded by NZ's most popular band with the over 50's.True cringe. Get someone young involved.

Kiwee said:

Tired and boring. This whole things needs refreshing, IMO have a look at Tiger Beer 'WOK' for some energy and interest.

The Judge said:

Hello 'Youth', Host Sydney uses a swag of freelancers to do their work, so the chances of using a cheap freelancer under 30, is reasonably high.

But, blaming a bunch of old guys a bit lame, as no creative young or old would want to held responsible for that piece of work. You don't get to be old and working in adland by doing this sort of stuff that could have come out in 1997 or sooner.

I blame the client for this ad. As much as I would like to slag off Host, I won't. Clients get the work they deserve. The work for TNZ over the past four years has been miserable (the last interesting piece of work was the pop-up book by TBWA). There has been a change of team on the client side, so perhaps they're still finding their feet.

However, I suspect that the client has gotten lazy. The 100% Pure platform is robust and the envy of most countries. You have to also remember that NZ is having a huge surge in tourists coming here, so the hunger to really stand out has perhaps gone from the client, preferring to sit back and ride on the success of others as another Chinese airline announces another round of daily flights to Auckland.

Personally, I think we need to bring the account back to NZ. I'm not 100% sure the passion of a bunch of Aussie freelancers can match it with the sheer drive of a bunch of kiwis trying to prove to family, friends and workmates that they're better than the agency up the road.

The Judge is Drunk said:

Not done by Host Sydney.
Read the press release.

I'm a New Zealander Get Me Out of Here said:

Everything about this is wrong. But to just focus on one thing in particular, as it's the one thing that keeps me vomming in my mouth every time I watch either execution. The music. That is the worst cover of The Passenger ever. Everyone involved should be ashamed. It's not about being young or old. It's about taste. Time to flush me mouth out.

Yeh Right said:

100% NZ Pure other than the water and the music.

Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs