Auckland creative & production agency Augusto has launched a new Tourism New Zealand global campaign, changing tack from 100% Pure, following TNZ’s recent announcement that it intends to incorporate people and culture into the NZ destination brand.
The new campaign features a series of ads that shift emphasis away from landscapes.
TNZ announced in April that it wanted to evolve the country’s destination brand to capture more of the country’s people and culture alongside its landscapes and scenery.
“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,” says Tourism NZ global brand and content manager Brodie Reid, in a statement issued by the agency yesterday.
“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,” he said.
“After only 48 hours since the hero video launched, it has attracted 1 millioni views with an overwhelmingly positive sentiment globally.”
The campaign is led by a 90-second video (that’s it at the top of this page) that brings to life New Zealand’s welcoming culture.
Augusto joint creative directors Matt Sellars & Rich Robson said: “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 videos will be used in markets in Australia, US, Britain, Germany, Japan, China, Indonesia, India and Brazil. The four videos were made for $875,000.
Tourism NZ ceo Stephen England-Hall said: “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 TNZ assures them they’ll find themselves welcomed with open arms.
Supporting Road Trip Videos
- Mt Maunganui: bit.ly/2zeEPFo
- Napier: bit.ly/2lXNEtR
- Kaikoura: bit.ly/2ucDoBI
- Milford Sound: bit.ly/2KD6aGs
CREDITS
Client: 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
About Augusto
Augusto started 10 years ago when founders Leon Kirkbeck and Michelle Walshe saw a massive rise in digital content coming our way; at a time when YouTube and Vimeo were only just becoming a ‘thing’.
“Today, we have 50 staff across our Auckland and New York offices, blending the lines of agency, production and entertainment to offer the perfect balance of thinking and making,” says chief creator of opportunities Heath Davy.
“Our collaborative approach brings some of the industry’s best creative thinkers, content strategists and production makers together for what we consider the utopia for making great content.
“This makes us an unusually efficient place to come to for any content that could be considered advertising, entertainment or technology. Or all of them wrapped up nicely together.
“The one thing that you’ll always find with us, is that we strip out the unnecessary layers to focus on making the best campaign, social content, branding design, documentary or futuristic A.I. doodacky we can.”
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