Ad Nut
May 27, 2020

People first for Tourism New Zealand, as it looks to rebuild bonds with its audience

To appeal to lockdown-ed tourists, a new campaign strikes all the right, soft notes.

Socially distanced from the pandemic sweeping across the world, this nut has been watching with admiration as Jacinda Ardern, New Zealand's not-yet-40-year-old prime minister deals with the COVID-19 pandemic with a caring but firm hand. As countries worldwide have struggled to cope, she has won praise for her handling of the crisis, including talking through an earthquake that struck mid-interview. 

New Zealand's good management of the crisis means it can look forward to a post-crisis era. So although travel brands and boards have been silent for many weeks, New Zealand's, like some others, is ready to slowly begin to whisper revival messages. For a country that prides itself on its people and culture, the new New Zealand campaign seen here stands out for its empathetic tone: "What matters now is people ... we have the opportunity to look at the things we value with fresh eyes at the things we value and the things we no longer need."

Rather than yearn for a return of the hordes of tourists, Tourism New Zealand is taking the loftier road less traveled. "...Because when you remember what's important, you're left with what's pure," the narrator says to an image of a sweeping landscape filled with snow-capped mountains and an emerald-green lake. 

It's beautiful, but also a little difficult for Ad Nut to watch. Just days before a scheduled trip to the antipodes, the pandemic brought global travel to its knees, leading to a swathe of cancellations, including, sadly, this creature's five-day getaway from the chaos enveloping adland at the time. One day, New Zealand, Ad Nut shall see all this in person. Until then, we can all savor this video as a nice example of understated tourism messaging in an era of OTT. 


Client: Tourism New Zealand
CEO: Stephen England-Hall
Director Marketing: Brodie Reid
Global Brand Manager: Jill Chestnut
Global PR Manager: Lauren Vosper

Agency: Special Group NZ
CCO: Tony Bradbourne
Senior Creative: Matt Simpkins
Head of Client Service: Storm Day
Head of Strategy: Rory Gallery
Senior Producer: Sally Lankshear
Business Director: Amelia Daly

Production Company: Sweetshop
Director: Dylan Pharazyn
EP: Kate Roydhouse
EP: Ben Dailey
Lead Editors: Luke Haigh & Nathan Pickles
Sound Design: Liquid Studio
Composition: Maxwell Scott
Grade: David Gibson
Online: Stu Bedford

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.



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