Destination Rotorua’s new series of TVCs was shot mainly in … Auckland. “We wanted to take a different slant on the conversation we are have with Aucklanders, and create something different from what people would expect,” says Destination Rotorua Marketing general manager Oscar Nathan said.
The three ads use the Auckland city scenes to leverage the attractions of Rotorua, and urge Aucklanders to rediscover their scenic neighbours.
The commercials are part of the second phase of the Famously Rotorua three-year campaign promoting Rotorua as New Zealand’s go-to domestic tourism destination.
The second phase commercials are part of an integrated campaign including an intensive PR strategy, revised online presence, joint venture activity and refreshed www.rotoruanz.com website.
DRM’s advertising agency mediaR and production company Gypsy created the latest commercials, building on the original brand commercials launched last year.
DRM general manager Oscar Nathan says “when choosing to film in Auckland we wanted to take a different slant on the conversation we are having with Aucklanders and create something different from what people would expect.”
The first series, which has been screening for the past year, featured15-year-old Rotorua schoolgirl Te Rina West guiding visitors around Rotorua.
In the new series, Te Rina explores iconic Auckland scenes, encouraging Aucklanders to escape the city and experience Rotorua.
mediaR director Tony Richards says Te Rina is a natural in front of the camera and her family history of guiding in Rotorua (her mother and siblings work as guides at Te Puia), makes her the perfect ambassador for the region.
The three new TVCs also again feature the re-worked version of New Zealand’s unofficial anthem, Pokarekare Ana, courtesy of former Supergroove frontman turned composer, Karl Steven.
“We’ve had a great response since launching the commercials last year as part of the Famously Rotorua campaign,” said Nathan.
The new commercials begin screening today. View them here:
CREDITS
Agency: mediaR
Director: Tony Richards
Production company: Gypsy
Creative Director: Paul Taylor
Group Account Director: Tony Richards
Music: Karl Steven/Liquid Studios
Producer: Penny Hall
DOP: Ian McCarroll
Post production: Two and a half D
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