Tourism New Zealand has released a new content series Good Morning World, part of its 100% Pure Welcome - 100% Pure New Zealand campaign, to "welcome" visitors to see the nation's sun rise every day for the next year.
The series, created by creative agency Special Group, takes advantage of the fact that New Zealand is the first place in the world to see the sun each day with more than 300 New Zealanders taking part.
“This new approach to our storytelling brings to life the unique nature of New Zealand,” Tourism New Zealand chief executive Stephen England-Hall says.
“We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect. Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”
The series launches with a feature film starring eight-year-old Parearau and one of her elders Hinetu, standing together as they witness the beauty of the world’s first sunrise atop their sacred Maunga [mountain] Hikurangi in Gisborne. The mountain is one of the first places in the world to see the sunrise.
Australia will be the first market to drive the global campaign launch across television, cinema, out of home, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
This is the latest work from the tourism body which is known for its large scale ads that focus on the nation's natural attractions and culture.
Tourism NZ has been on a marketing push to grow its interest from North and South American tourists, releasing the Loser's Paradise campaign last year through creative agency Host/Havas.
The tourism body announced earlier in the year that it would be globally reviewing the account in order to "boost the value" of its 100% Pure NZ campaign. Mindshare Australia was appointed last month to lead its media planning and buying, with the account set to be worth close to $35m.
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