The New Zealand Story Group is a Government initiative set up to enhance New Zealand's reputation beyond natural beauty. They came to us asking for a campaign that would encourage exporters to start telling a new New Zealand story.
We're not the only beautiful country in the world.
Using print ads and 15" pre rolls, we sourced images and clips of scenery from around the world, virtually identical to New Zealand. In doing so, we suggested to exporters that perhaps the point of difference they've been promoting isn't that unique after all.
Unprompted awareness figures are yet to be confirmed, but it's a piece of work that's resonated strongly with the agency, the client and all key stakeholders.