Tourism New Zealand and TBWA\Sydney Entice Aussies to Visit Aotearoa
TBWA\Sydney has launched 'If You Seek Stories', a local interpretation of Tourism New Zealand's global brand platform, 'If You Seek'. In an exclusive interview with LBB, the agency's chief creative officer Evan Roberts said the work aims to "drive reappraisal of Aotearoa New Zealand among Aussie travellers."
"The truth we landed on was with all the incredible places, experiences and welcoming people, it’s impossible to leave New Zealand without having a few great stories to tell," he said.
The hero film, directed by Mark Albiston at The SweetShop, features an Aussie regaling the audience with the twists and turns of her trip to New Zealand, spent heli-biking at Kaimanawa Alpine Adventures, oyster tasting at Waiheke Distilling Co, and soaking in hot pools at Wairakei Terraces.
As the conversation around how AI will impact creativity continues to gather momentum, Evan noted Mark, the director, "is about as far from AI as you can get."
"Raw New Zealand humanity, zero pretence, brilliant with talent, and crafts every aspect of the job," Evan told LBB.
"He just cares deeply about the work. As did we all.
"This job required lived experience, cultural understanding and care ... Ultimately, when you are telling human stories, you need humans that care. AI can’t do that. Yet."
TBWA's client added that Aotearoa gives travellers stories they wouldn't bring back from other places. Andrew Waddel, Tourism New Zealand's Australian general manager, said, “Stories are the one thing we’re guaranteed to bring back home to share with friends and family, ultimately creating advocates through our visitors in the process.
"With the combination of experiences in close proximity and the manaakitanga, or hospitality, of New Zealand’s people, stories just happen in Aotearoa New Zealand.
"Sure, there’s also jaw-dropping scenery, deeply relaxing experiences and adventure around every corner. But when you’re open to it, the country will open up to you and deliver an experience you simply don’t get anywhere else, like abseiling into a cave filled with glow worms, and that stays with you.”
The campaign spans film, OOH, digital, and social.
“By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring Aussies to create their own," Evan added.
