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  • SUB CATEGORY :
    USE OF DIGITAL IN A PR CAMPAIGN
  • COMPANY ENTERING :
    TBWA, SYDNEY
  • TITLE :
    PLAY NZ
  • BRAND :
    TOURISM NEW ZEALAND
  • ADVERTISER :
    TOURISM NEW ZEALAND
  • AGENCY :
    TBWA, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ANDY DILALLO
  • EXECUTIVE CREATIVE DIRECTOR :
    GRANT MCALOON
  • CREATIVE DIRECTOR :
    KATRINA ALVAREZ-JARRATT
  • COPYWRITER :
    GRANT MCALOON/JAMES SEXTON/NEV FORDYCE/MIKE BURDICK/
    DOUG HAMILTON
  • ART DIRECTOR :
    ANDREW TORRISI
  • AGENCY PRODUCER :
    LAUREN REILLY/CHARLOTTE O'ROURKE/SAVANNAH ANSELINE/
    YASSIN GHOMARI
  • HEAD OF DESIGN :
    CHRIS MAWSON
  • HEAD OF PRODUCTION :
    LISA BROWN
  • ACCOUNT DIRECTOR :
    HELEN CAMPBELL-BORTON
  • ACCOUNT MANAGER :
    LAUREN BLACK
  • STRATEGIC PLANNING DIRECTOR :
    MATTHEW MORAN
  • MEDIA AGENCY :
    MINDSHARE, SYDNEY
  • PR AGENCY :
    ELEVEN PR, SYDNEY
  • GENERAL MANAGER :
    FIONA MILLIKEN
  • EXECUTIVE CREATIVE DIRECTOR :
    RUSS TUCKER
  • PR DIRECTOR :
    BRENDA CHAN
  • PR MANAGER :
    REEGAN SAIANI
  • EXECUTIVE PR :
    EKALA TAREI
  • PR SPECIALIST :
    LAUREN DAVID
  • FILM PRODUCTION COMPANY :
    AIRBAG, MELBOURNE
  • MANAGING PARTNER :
    ADRIAN BOSICH
  • DIRECTOR :
    UNCLE FRIENDLY
  • CINEMATOGRAPHER :
    CRIGHTON BONE
  • EXECUTIVE PRODUCER :
    ALEX TIZZARD
  • PRODUCTION MANAGER :
    MEGAN AYERS
  • POST-PRODUCTION COMPANY :
    ARC EDIT, SYDNEY/BOLT, SYDNEY
  • EDITOR :
    LUCAS BAYNES/ANDY K/LACHLAN FRENCH
  • SOUND PRODUCTION COMPANY :
    OTIS STUDIOS, SYDNEY/BOLT, SYDNEY
  • SOUND DESIGNER :
    BEAU SILVESTER
  • CAMPAIGN SUMMARY :
    TO KEEP NEW ZEALAND TOP OF MIND IN A LOCKED DOWN WORLD WE CREATED A TOURISM EXPERIENCE THAT SHOWCASED THE UNIQUE ASPECTS OF NEW ZEALAND’S PEOPLE, PLACES AND CULTURE. WITH ONLINE GAMING SPIKING AND PEOPLE STUCK AT HOME WE NEEDED A WAY TO ENGAGE THAT WOULD GIVE AN ADVENTURE-STARVED AUDIENCE A TRAVEL HIT AND BOOST DESIRABILITY TO TRAVEL TO NEW ZEALAND. WE SPOKE TO A YOUNGER AUDIENCE, THE ‘FIRST TO FLY’ 20–35-YEAR-OLD DEMOGRAPHIC WHO HAD SPENT THEIR LOCKDOWN TRAPPED AT HOME AND ONLINE GAMING TO SLAKE THEIR THIRST FOR ADVENTURE. WE DECIDED TO MARKET THE ENTIRE COUNTRY LIKE A GAME. PLAY NZ IS A RICH BRAND EXPERIENCE THAT NOT ONLY SHOWCASED THE COUNTRY, BUT GAVE PEOPLE A PLAYFUL, INTERACTIVE EXPERIENCE FEATURING AUTHENTIC INFLUENCERS. LAUNCHED WITH A LIVE STREAM ON TWITCH, GAMING INFLUENCER LOSERFRUIT LED THOUSANDS ON AN HOURLONG JOURNEY THROUGH THE BEST BITS OF NEW ZEALAND. IT FEATURED A “GAMER WALKTHROUGH” WHERE SHE “PLAYED” THE COUNTRY AND INTERACTED LIVE WITH FOLLOWERS. THE WALKTHROUGH FILM WAS THEN HOUSED ON YOUTUBE. MIMICKING GAMING LANGUAGE ALLOWED US TO SHARE NEW ZEALAND’S UNIQUE EXPERIENCES, PEOPLE AND CULTURE. EVERY CHANNEL DELIBERATELY TARGETED GAMING MEDIA, JUST LIKE AN ONLINE GAME LAUNCH. FROM TEASERS AND TRAILERS THAT HINTED AT THE COMING “GAME” THROUGH TO GAMER “REVIEWS”. MARKETING THE WHOLE COUNTRY LIKE A GAME GARNERED PLENTY OF PR INTEREST AS WELL – BOTH LOCALLY AND INTERNATIONALLY, BROADENING OUR AUDIENCE FROM HARDCORE GAMERS TO THE PLAYFUL AT HEART. WE INVITED FUTURE TRAVELLERS TO AN IMMERSIVE HUB WHERE THEY COULD EXPLORE 180° FILMS – ENCOURAGING ITINERARY-BUILDING BEHAVIOURS. ALL OF WHICH LED TO INTENT TO VISIT NEW ZEALAND POST LOCKDOWN INCREASING BY +387%* AND WE MAINTAINED THE #1 POSITION AS THE PREFERRED DESTINATION FOR AUSSIE TRAVELLERS**. *FACEBOOK BRAND LIFT STUDY VS. ASIA PACIFIC UPLIFT BENCHMARK **TOURISM NEW ZEALAND AC MONITOR
  • THE BRIEF :
    2020 HAS BEEN A DEVASTATING YEAR FOR THE INTERNATIONAL TOURISM INDUSTRY. THE PANDEMIC HAS CLOSED INTERNATIONAL BORDERS AND TOURISM. WITH NEW ZEALAND THE #1 OUTBOUND DESTINATION FOR AUSSIE TRAVELLERS. PRE-COVID, WE ALSO FACED A UNIQUE CHALLENGE. THE 100% PURE NEW ZEALAND BRAND WAS FACING INCREASING PRESSURE FROM UP-AND-COMING DESTINATIONS SUCH AS JAPAN, AND THE LOCALLY TRENDING OPTIONS LIKE SA AND TASMANIA WHICH WERE QUICKLY RISING ON TRAVELLERS’ PREFERENCE LISTS. WE HAD TO DEFEND OUR #1 POSITION, INCREASE BRAND PREFERENCE AND KEEP NEW ZEALAND TOP OF MIND IN A LOCKED DOWN WORLD.
  • THE STRATEGY :
    GAMING WAS ALREADY THE #1 FORM OF DIGITAL ENTERTAINMENT IN AUSTRALIA; DURING LOCKDOWN WE SAW GAMING AND GAME-STREAMING SKYROCKET BY 75%. OUR RESEARCH ALSO SHOWED THAT GAMERS HAVE A LOT IN COMMON WITH TRAVELLERS. BOTH ABOUT EXPLORATION, CONNECTION AND ADVENTURE. WE SET OUT TO ADDRESS GAMERS IN THEIR CONTEXT BY INVITING THEM TO PLAY NEW ZEALAND IN A NEW WAY. OUR PR STRATEGY WAS SIMPLE; DISRUPT TRADITIONAL TRAVEL STORYTELLING AND AUDIENCE PERCEPTIONS BY TALKING ABOUT TRAVEL THROUGH THE GUISE OF GAMING. THIS ALLOWED US TO TARGET NICHE GAMING, TRAVEL AND MAINSTREAM MEDIA TARGETS.
  • THE EXECUTION :
    WE DECIDED TO MARKET THE ENTIRE COUNTRY LIKE A VIDEO GAME. PARTNERING WITH TWITCH, AND AUSTRALIAN GAMING INFLUENCER LOSERFRUIT, WE CREATED A LIVE “GAMER WALKTHROUGH”.SERVING AS A PRESS CONFERENCE, MEDIA TARGETS JOINED IN THE FUN. IT THEN LIVED ON YOUTUBE AND FEATURED NEW ZEALAND MOVIE STAR JULIAN DENNISON – GIVING THE MEDIA ANOTHER HOOK TO ENGAGE THE PUBLIC. OUR UNIQUE APPROACH TO TOURISM GARNERED A WEALTH OF PR INTEREST ACROSS ONLINE GAMING PUBLICATIONS; TRADITIONAL TOURISM MEDIA; AND MAINSTREAM CHANNELS. THEN WE GAVE PEOPLE THE OPPORTUNITY TO “PLAY” – THE PLAY NZ IMMERSIVE HUB ALLOWED EXPLORATION OF 18X VR180° QUEST FILMS.
  • THE RESULT :
    INTENT TO VISIT NEW ZEALAND POST LOCKDOWN INCREASED +387%* AND WE MAINTAINED OUR #1 POSITION AS THE PREFERRED DESTINATION FOR AUSSIE TRAVELLERS**. A SHIFT IN OUR BRAND METRICS WITH A 53% LIFT IN AD RECALL AND 10% LIFT IN FAVOURABILITY. CAMPAIGN ENGAGEMENT HIGH: 100M+ PEOPLE REACHED AND OUR FILMS HAVE 15M+ VIEWS. ACHIEVED AN AVERAGE WEBSITE DWELL TIME OF OVER NINE MINUTES (280% ABOVE BENCHMARK) AND A 37% INCREASE IN USER INTERACTION. PLEASE NOTE; AT THE TIME OF WRITING THIS CAMPAIGN IS STILL LIVE. *FACEBOOK BRAND LIFT STUDY VS. ASIA PACIFIC UPLIFT BENCHMARK **TOURISM NEW ZEALAND AC MONITOR
  • URL :
    http://playnz.com