"Let’s be honest, it’s hard to have a bad time in a fluffy white bathrobe."
RotoruaNZ has launched a ‘Robe Trip’ campaign, encouraging couples who are feeling tired and stressed to robe up and reset in the relaxation capital of Aotearoa.
This is the first major above-the-line campaign under the ‘Reset in Rotorua’ brand platform, developed by independent Trans-Tasman creative agency jnr..
The campaign is designed to change the region’s perceptions, by positioning Rotorua as a luxurious and rejuvenating getaway destination for couples, helping to drive domestic visitation numbers to the region.
The fully integrated campaign includes a hilarious welcome video, staring Rotorua Mayor Tania Tapsell, and her not-so-official security detail ‘Barry’, who encourage couples to get in the car and go a ‘Robe Trip’ to Rotorua.
The campaign also spans across TV, outdoor, press, radio, digital, social, influencer, partnerships, PR, and activation.
RotoruaNZ chief executive Andrew Wilson said Rotorua has long been known for its stunning natural landscapes and rich cultural experiences, but this campaign showcases another side of the region—one that is all about relaxation and rejuvenation.
"We are committed to growing visitation and positioning Rotorua as a premium wellness getaway, and this campaign is an exciting step toward that goal," Wilson said.
RotoruaNZ head of marketing and communications Marisa Balle said the ‘Robe Trip’ campaign is a fresh and playful way to change perceptions about Rotorua.
"We’ve partnered with jnr. to craft a campaign that not only highlights the incredible spa and wellness experiences Rotorua has to offer, but also encourages couples to embrace the luxury of slowing down," Balle said.
"We’re excited to see visitors robe up and experience Rotorua in a whole new way.”
jnr. junior managing director and co-founder John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto, said the partnership with RotoruaNZ is a long term one.
"We are incredibly excited about our first campaign under the ‘Reset in Rotorua’ brand platform," Marshall said.
"The ‘Robe Trip’ campaign positions Rotorua a premium and luxurious place to wine, dine and unwind. Let’s be honest, it’s hard to have a bad time in a fluffy white bathrobe whilst enjoying a plush long weekend with your partner.”
The campaign goes live on February 17, 2025.
Credits:
Client: RotoruaNZ
Creative Agency: jnr.
Media Strategy and Buying: jnr. and RotoruaNZ
Production: Clockwork Films
Director: Steven Saussey
Photography: Sophie Miya-Smith
