Tthe ads feature different people talking about their experiences while on holiday in New Zealand. One spot features three friends speeding on a boat, "skimmig across ribbons of water", while another has a young woman horse riding having not ridden since she was a child.
Justin Watson, Tourism New Zealand general manager marketing communications, said: "The new global campaign will help us take New Zealand to the world in a way that better connects with our target audience. Authentic and special experiences will become the major draw card, while the beautiful scenery and environment will be a vital part of the story as the backdrop."
The campaign was created by creative collective – Assignment Group.
This article was first published on brandrepublic.com
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.