Tourism New Zealand and MBIE launch new responsible camping campaign via Contagion

To help educate and encourage responsible camping this summer, Tourism New Zealand and MBIE have engaged Contagion to create a campaign targeted directly at this hard to reach audience. Contagion has created an integrated campaign using a range of tactics to reach campers.

Says Brodie Reid, global manager brand and content: “Campers are a niche but important audience so we needed to create a range of ways to reach them while they travelled here. We wanted to give them something that would help educate them on the best ways to camp in our beautiful country, to help protect and preserve it for future generations.”

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Says Bridget Taylor, executive creative director: “With this in mind we created the Kete of Camping Knowledge. Inspired by the legend of Tanē, who climbed to the heavens to collect the three baskets of knowledge, this series of three Kete gives travellers all the information they need on how to camp responsibly. They also double as beach, shopping and rubbish bags, so there’s no reason for campers to leave any trace. The Kete’s and instructional key tags are available in campervan rentals and i-SITE Visitor Information Centres around the country.”

Knowing what this type of traveller values, Contagion and Tourism New Zealand also implemented free wifi at selected i-SITE Visitor Information Centres nationwide.

Before the unlimited free wifi could be accessed, campers must view the campaign film, which lays out the four simple ways to camp responsibly in New Zealand.

Says Andrew McLeod, digital media manager: “Partnering with Rankers, Campermate, THL, Backpacker Guide and Trade Me, allowed us to develop various audience profiles and build campaign awareness. We aim to increase i-Site visitation and encourage the right behaviour from campers.”

Agency: Contagion & Contagion Media.

Tourism NZ , Snr Brand & Content Specialist: Jaime Reid