Mustoe Merriman Herring Levy launches its first work for the New Zealand
Tourism Board this week, with a campaign that highlights New Zealand’s
Instead of portraying the delights of New Zealand through beautiful
pictures of landscapes and beaches, the commercials focus on gritty
images of acid rain, chemical waste, news reports, traffic jams and road
The scenes then dissolve to reveal the strapline, ‘Get as far away from
it all as you possibly can’, which appears against a background of a
field of greenery swaying gently in the breeze.
A recent travel survey found that almost 75 per cent of UK tourists
simply look for peace and quiet from their holiday. The work for New
Zealand picks up on this, and focuses on the opportunity to leave the
greyness of Britain far behind.
The new strategic direction aims to make a positive point out of the
fact that New Zealand is one of the furthest holiday destinations from
the UK. It also emphasises the country’s clean, green and replenishing
The campaign was written by Matt Woolner, art directed by Steve Wioland
and directed by BDH Athletico through the Producers.
Media is being handled by the Media Business.
Gregg Anderson, the marketing manager of the New Zealand Tourism Board,
said: ‘Our clean outdoor message will appeal to a wide spectrum of
travellers. Older travellers enjoy getting away to the stunning vistas
and tranquillity, while younger travellers enjoy the trekking, rafting
and mountain biking.’
The through-the-line campaign consists of three television commercials,
which include a direct response phone number, plus a series of print
executions for the national press and consumer magazines.