Tourism New Zealand welcomes the world in newly launched global campaign via Augusto

TNZ_Road_Trips_Image1 (1).jpgFollowing Tourism New Zealand's recent announcement to incorporate people and culture into the country's world famous destination brand, this week it's launched its first global campaign by creative and production agency, Augusto.

With our country's landscapes still featuring as an impressive backdrop, the new campaign talks to New Zealand's warm and welcoming culture, inviting travellers in to share this extraordinary part of the world.

TNZ_Road_Trips_Image2 (1).jpgSays Brodie Reid, global brand and content manager, Tourism NZ: "Most of the world knows about New Zealand's beautiful scenery, but we hear so many amazing stories of Kiwis going above and beyond for visitors that we felt it was time to reflect the welcoming nature of our people as well."

Says Matt Sellars and Rich Robson, joint CDs, Augusto: "It's great to be part of Tourism NZ's brand evolution, taking an authentic approach to their storytelling, and highlighting the reality that in New Zealand you don't have to travel far to be treated like a local."

The new Tourism NZ campaign has taken shape with a hero video exploring the welcoming sentiment of New Zealand as a place to visit, from our landscapes to our people. The campaign extends through a series of road trip videos that follow a travelling couple as they're welcomed into NZ's regions, using a simple "Kia Ora" as an ice-breaker to unlock local insights and memorable itineraries.

Says Stephen England-Hall, chief executive, Tourism NZ: "The people and culture are what make this country unique. The new videos are the first pieces of work to reflect where we are looking to take the brand and will be a good test to see how it lands in our overseas markets."
After only 48 hours since the leading hero video was launched, it has already attracted over 1 million organic views with an overwhelmingly positive sentiment globally.

The campaign will continue to roll out, predominantly through Facebook, over the coming months with additional content focused on helping new travellers plan for a New Zealand trip, where they'll find themselves welcomed with open arms.

Tourism New Zealand
Global Brand and Content Manager: Brodie Reid
Brand Specialist: Jaime Reid

Agency/Production Company - Augusto
Creative Director: Matt Sellars
Creative Director: Rich Robson
Business Director: Heath Davy
Account Director: Lauren Oxnam
Account Manager: Holly Stocker
Producer: Brad Harvey
Director: Andy Morton
Production Manager: Anna Oram
Production Coordinators: Tracey Wheeler & Lizzie Hudson
DOP: Rob Marsh
Stills Photographer: Graeme Murray
Drone Operators: Sam Peacocke & Ryan Haste
Editors: Kat Blair & Mariano Segedin
Audio Post: Franklin Rd

Facebook Creative Store:
Creative Director: Andy Blood


Just another traveller said:

Niiice man!

Sam said:

“Everyone is welcome” but only white people of European origin in the videos as usual, ignoring where NZ is in the world, and where most of the visitors are likely to come from. I would love to see - just once- a Tourism NZ video welcoming people from all over the world- Asian. Southeast Asian, African, Middle Eastwrn and Pacfic.

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