Credits
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Pou Auaha / Creative Directors
Matty Burton, Gary Steele, Raymond Otene McKay, Freddie Coltart, Matt Williams -
Pou Rautaki / Strategic Leads
Rupert Price, Charlotte Marks -
Pou Taketake / Cultural Lead
Ariana Stone
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Ringatoi Matua / Design Directors
Laura Cibilich, Dean Pomfrett, Carla Shale -
Kaituhi Matua / Copywriter Lead
Geordie Wilson
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Ngā Kaimahi / Team Members
Nikki McKelvie, Priya Patel, Kate Heatley, Becky Kusel, Brodie Lawry, Patrick Stone, Liz Knox, Judy Thompson, Claire Colohan, Amanda Summersby, Hareta Passfield, Julz Lane, Willie Falloon, Danilo Castilho, Elliot Oxborough, Jake Williams, Kasun Ilesinghe, Gordon Moir, Paul Edwards, Gareth Rice -
Kaitautoko / Contributors
Sweet Shop NZ, Andy Mauger, Marty Williams, Tim Mauger, Mariano Segedin, Fauze Hassen, Alana Cotton, The Machine Room, Franklin Rd Music & Sound, Copra Recordings, MindShare Media, Stanley St Media
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Client
Tourism NZ
Description:
If You Seek
When the first explorers discovered these islands, they were met with a long white cloud on the horizon. Aotearoa. A land to be discovered. A place for those willing to seek.
In 2022, Tourism NZ relaunched this place to the world with a fully integrated communications campaign.
It was an invitation to the tangata pākiki. The curious – those willing to give a little more. More time to get here, and more of themselves to our people and place, once they are here. These were kind of high value visitors we needed.
We called it IF YOU SEEK. A tourism campaign that doesn’t show it all. Not at first anyway.
Visually and aurally redacted content enticed the viewer, teased and frustrated, but never revealed everything.
It compelled the viewer to seek our taonga for themselves. Don’t you enjoy the movie more when the trailer hasn’t shown you everything?
Only if the viewer gave something more; their time, a click or a scan, do they get to see, hear or feel more of our wonders – building Aotearoa’s story through connected digital and interactive digital experiences.
This was a campaign built on manaakitanga, a mutual respect and understanding between nation and visitor. You give and we give.
Across the many campaign touchpoints (over 1000 in total), we created an experience of discovery that engages the seeker mindset, rewarding those who engage deeper with additional content, wider crops, additional stories, and six unique mobile-centric digital experiences.
The campaign ‘look & feel’ remained consistent across many formats, balancing manākitanga and how Māori culture presented itself visually, guided by tikanga Māori values throughout. We used bespoke, visceral and evasive imagery shot on location, graded to reflect Aotearoa’s distinctively intense lighting – always leaving the best of our taonga just out of reach.
Contrasted with minimal design clutter and use of white on black graphic elements, bespoke audio, photography, iconography, interaction patterns and illustration were all created as a cohesive library that bound the If You Seek campaign.
DDB Group Aotearoa worked with cultural creative agency RUN and Illustrator Munro Te Whata.
Preference for NZ at all time high.
The highest Meta has seen in the travel category.
Visitors to newzealand.com up 590%