Tourism NZ launches ‘One journey leads to another’ global campaign via TBWA Sydney
Tourism New Zealand has launched ‘One journey leads to another’, a global campaign via TBWA Sydney.
The mobile-led campaign begins with a film shot specifically for vertical screens that explores the hidden gems found in New Zealand’s regions. Diving at Poor Knights Islands marine reserve, glamping in Abel Tasman National Park and exploring ice tunnels on Franz Josef Glacier are just a few of the discoveries featured in the campaign.
The campaign will be launched across global media partners including Facebook and Google, WeChat and Qyer, and will run in all Tourism New Zealand’s target markets.
Says Andrew Fraser, Director of Marketing Tourism New Zealand: “New Zealand’s tourism has seen unprecedented growth in recent years, with more Aussies now seeking out a more diverse and enriching holiday experience. With new discoveries just waiting to be unearthed, we wanted to show the range of experiences and hidden gems that New Zealand has to offer and inspire travellers to go beyond the key hubs.
“The campaign aims to inspire travellers with the unexpected regional experiences on offer, delivering this right into their hands, with this mobile-led creative.”
Adds Craig Brooks, TBWA Sydney deputy executive creative director: “There’s always something around the next corner in New Zealand. We wanted to capture that sense of serendipity and reveal that it’s your curiosity that guides you from one great experience to the next.”
Agency: TBWA Sydney
Deputy ECD: Craig Brooks
Associate Creative Director: Katrina Alvarez-Jarratt
Associate Creative Director: David Roberts
Writer: Chloe Saintilan
Art Director: Andrew Torrisi
Group Account Director: Erin Kelly
Account Director: Helen Campbell-Borton
Campaign Manager: Matthew Moran
Chief Strategy Officer: Hristos Varouhas
Senior Integrated Producer: Lauren Reilly
Design Director: Chris Mawson
Retoucher: Nick Mueller
Sound: Beau Silvester
Content Editor: Etienne Ancelet
Production Company: Finch
Director: Nic Finlayson
Executive Producer: Karen Bryson
Producer: Catherine Anderson
DOP: Lachlan Milne
Second Unit DOP: Darryl Ward
Post Production: ARC EDIT (offline) and Finch (grade/online)
Editor: Drew Thompson
Colourist: Trish Cahill
Online: Andy Timms
Music: The Passenger, written by James Osterberg and Ricky Gardiner (Hebbes Music / BMG / EMI Publishing) and performed by The Phoenix Foundation
Music Supervision: Anton Trailer
Photographer: Fraser Clements
Photography Assistant: Jake Dennis
Client: Tourism New Zealand
Director of Marketing: Andrew Fraser
GM Global Marcoms: Kate Necklen
10 Comments
Must’ve sucked having to shoot that
At least the aspect ratio was a forethought
Great location, yet this is mediocre work at best.
I usually love the NZ Tourism work but this falls flat. The music jars with the voiceover and there’s nothing memorable.
^ you all sound like bitter Tourism Australia folks
Bold new territory and exceptionally well written.
Bold new territory? Are you high?
If you turn your mobile device on its side then you too can enjoy the full wide screen video. I have no idea who would look at the vertical version and think that was a good idea.
If that’s exceptional writing, then fuck it, bring in the AI writers.
It’s a pastiche of a cliche.
I’ll admit that the pictures in the two min version are beautiful, but the voice-over was obviously written for a 60″, so when cut to a 120″ it feels way too staccato, with awful, mid-sentence pregnant pauses that are a mile wide.
Obviously pre Andy D
I just wanted to let you know that a moment ago, I saw the video, “Where One Journey Leads To Another” for the first time. Of course, the “Skip Ad” option came up after the first few seconds, but I found every scene so magical, compelling, and beautiful that I could not bring myself to stop watching. The thought that kept going through my mind while I was watching was, “They’re like me. They like the things I like. They’re seeing things I want to see. They’re doing things I like to do.” In essence, you appealed to me, what I like, want I want, and WHO I AM so deeply that I had to stop by and offer you some praise for this campaign. I know you have received some criticism in the other comments, but you should know that at least one viewer found this to resonate. *applause*