Tourism New Zealand takes readers on an 8-page adventure via Whybin\TBWA and Mindshare

Te Araroa_The Long Pathway_lo.jpgTourism New Zealand, alongside Whybin\TBWA and Mindshare, created a unique 8-page lift-out of Te Araroa (The Long Pathway) in The Sunday Telegraph in June.

Te Araroa is a collection of spectacular walking trails that span the entire length of New Zealand, covering over 3000 km and taking over 6 months to complete.

It gave readers a sense of this epic adventure through a long copy ad that started on the front cover, and with the use of unique media spaces, weaved its way across every page of the entire section.
Besides taking readers along every step of the walk, the editorial content on each page was directly related to the specific trail described on that page. The result was 8-pages of content that showcased the wonder of New Zealand and gave readers a true sense of the epic nature of Te Araroa.

Client: Tourism New Zealand

Advertising agency: Whybin\TBWA Sydney

Media agency: Mindshare

Executive Creative Directors: Matty Burton & Dave Bowman

Creative Director: Gavin McLeod

Creative Group Heads: Dave Brady & Asheen Naidu

Copywriters: Richard Shaw & Cindy Cato

Art Director: Dave Brady

Design & Typography: Chris Mawson & Nick Mueller

Account Group Head: Anna Hunt

Account Director: Kate Massey

TNZ Regional Communications Manager: Tony Saunders

TNZ Campaign Manager: Stephanie McKenzie


Picky said:

Would have been better going through the entire paper, but I guess NZ isn't rich enough.

yeah said:

They could only afford the full travel section. Still a full section is not to be sniffed at.

I imagine the entire paper would cost in the millions. Probably not the best return on investment to do the whole paper.

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