Tourism New Zealand launches unique Northland campaign in Melbourne’s CBD via TBWA Sydney

Tourism New Zealand is bringing the rich history of New Zealand to Melbourne’s CBD with a new campaign ‘Every day’s a different journey in Northland’ via TBWA Sydney. 

The out-of-home campaign is focused around a giant art mural featuring New Zealand’s oldest Kauri tree – Tāne Mahuta (Lord of the Forest). The bespoke street art situated on the corner of La Trobe and Swanston streets, was painted by New Zealand born artist Monique Barnett – a first for its location.

The eight week campaign will make it hard to miss Northland for the thousands of Melburnians who will be exposed to the signage.

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Campaign channels include Facebook and outdoor advertising showcasing iconic Northland scenes such as Bay of Islands and Cape Reinga.

Buses, a tram wrap, train stations, street furniture and billboards will all be decked out with Tourism New Zealand’s ‘Every day’s a different journey in Northland’ campaign imagery. This includes a variety of sequential and stand-alone placements to maximise impact and showcase the diversity of experiences and landscapes on offer in the Northland region.

Tony Saunders, general manager Australia, Tourism New Zealand says Northland and the Bay of Islands offers a variety of unique hidden gems which are highly appealing to Australians.

Says Saunders: “From ancient islands to golden beaches, lush forests to seaside vineyards, there truly is a new experience around every corner waiting to be discovered.”

Air New Zealand regional general manager Australia, Kathryn Robertson says Northland is a fantastic option for Australians looking for a relaxing holiday.

Says Robertson: “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.

“Our latest safety video also takes viewers through the region with an all-star cast highlighting the tourism jewel that is Northland.”

To support the campaign Air New Zealand have also launched special sale fares from Melbourne to Kerikeri.

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

For more information visit www.newzealand.com/Northland.

Images: Tourism New Zealand and Alistar Guthrie

Associate Director: Oliver Carthy