TBWA Sydney wows Melbourne about the allure of New Zealand

New Zealand has always sold itself on its natural assets.

“From ancient islands to golden beaches, lush forests to seaside vineyards, there truly is a new experience around every corner waiting to be discovered,” explained Tony Saunders, general manager Australia, Tourism New Zealand.

TBWA Sydney has focused on the history behind of New Zealand’s natural features in its new campaign to lure Australians to Northland, New Zealand. And it is doing so with a giant mural featuring New Zealand’s oldest Kauri tree – Tāne Mahuta (Lord of the Forest), in the Melbourne CBD, and the message, “Every day’s a different journey in Northland.”

The mural, which stands on the corner of two of Melbourne’s busiest streets, La Trobe and Swanston, was painted by New Zealand born artist Monique Barnett. It will stay there for eight weeks. The full campaign includes Facebook and OOH ads (buses, a tram wrap, train stations, street furniture and billboards) that show off eye-catching Northland scenes such as Bay of Islands and Cape Reinga.

The campaign is being run in conjunction with Air New Zealand, Facebook, Flight Centre and Northland NZ.

Air New Zealand regional general manager Australia, Kathryn Robertson, noted, “With multiple daily flights and seamless international connections via Auckland, Australian visitors can easily access this beautiful region or, in fact, any of the 21 regions we connect to domestically.”

Air New Zealand’s safety video supports the idea that New Zealand is a relaxing summer holiday full of things to see and do.

Air New Zealand has also launched special sale fares from Melbourne to Kerikeri.

Credits:

Agency: TBWA Sydney

Associate creative directors: David Roberts & Katrina Jarratt
Art directors: Andrew Torrisi & Sai Nitivoranant
Copywriter: Chloe Saintilan
Group account director: Erin Kelly
Account manager: Matthew Moran

Media agency: Blue449

Artist: Monique Barnett @ Apparition