The One Show
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Category
Social Channel / Single Platform
Annual ID
OS_SM21_049M
About the Work
2020 has been a devastating year for the international tourism industry. The pandemic has
closed international borders and tourism as we know it is on hold. With New Zealand the #1
outbound destination for Aussie travellers, we had a very real responsibility to keep travellers connected to our people and place while international borders remained closed.
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 South Australia 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.
With online gaming spiking, we found a way to engage an adventure-starved housebound audience.
We marketed the entire country like a game. PLAYNZ is a rich brand experience that gives people playful, interactive content to engage with.
Launched with a Twitch live stream, Australian gaming influencer Loserfruit led thousands on a journey through the best of New Zealand, featuring a “gamer walkthrough” where she “played” the country and interacted live.
Every channel targeted gaming media, mimicking an online game launch. From teasers and trailers that hinted at the coming “game” to gamer reviews.
The world-first creative idea spread the campaign from just hardcore gamers to travellers and those playful at heart through the use of PR and beloved New Zealander, Julian Dennison.
Finally, we invited future travellers to an immersive hub where they could explore VR180° films – encouraging itinerary-building behaviours.
closed international borders and tourism as we know it is on hold. With New Zealand the #1
outbound destination for Aussie travellers, we had a very real responsibility to keep travellers connected to our people and place while international borders remained closed.
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 South Australia 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.
With online gaming spiking, we found a way to engage an adventure-starved housebound audience.
We marketed the entire country like a game. PLAYNZ is a rich brand experience that gives people playful, interactive content to engage with.
Launched with a Twitch live stream, Australian gaming influencer Loserfruit led thousands on a journey through the best of New Zealand, featuring a “gamer walkthrough” where she “played” the country and interacted live.
Every channel targeted gaming media, mimicking an online game launch. From teasers and trailers that hinted at the coming “game” to gamer reviews.
The world-first creative idea spread the campaign from just hardcore gamers to travellers and those playful at heart through the use of PR and beloved New Zealander, Julian Dennison.
Finally, we invited future travellers to an immersive hub where they could explore VR180° films – encouraging itinerary-building behaviours.
2021 Awards
Total Points: 3
Merit
Credits
Agency
TBWA / Sydney
PR / Marketing Agency
Eleven PR / Sydney
Client / Brand
Tourism New Zealand / Sydney
Client Partner
Helen Campbell-Borton
Production Company
Airbag / Melbourne
Music / Sound Production Company
BOLT / Sydney
OTIS / Sydney
Post Production Company
Arc Edit / Sydney
Blockhead VFX / Sydney
Art Director
Andrew Torrisi
Chief Creative Officer
Andy DiLallo
Chief Design Officer
Chris Mawson
Creative Director
Katrina Alvarez-Jarratt
Designer
Bonnie Nguyen
Director
Uncle Friendly
Director of Photography
Crighton Bone
Editor
Lachlan French
Lucas Baynes
Executive Creative Director
Russ Tucker
Executive Producer
Alex Tizzard
Sound Designer
Beau Silvester
Strategist
Matthew Moran
Business Director
Brenda Chan
Business Manager
Lauren Black
Reegan Saiani
Casting
Catch Casting NZ / Auckland
General Manager
Fiona Milliken
Head of Production
Lisa Brown
Managing Partner
Adrian Bosich
Production Manager
Megan Ayers
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