Tourism NZ responds to MLA’s New Australia-Land proposition in a campaign via TBWA\Sydney
New Zealand has weighed in on the debate as to whether they do, in fact, do Australia better than Australia following MLA’s proposed merger that would see Aussies and their Kiwi cousins unite to form a new nation – New Australia-Land, and the proof is in the pav.
Developed by Tourism New Zealand and TBWA\Sydney, 100% Pure New Australia-Land is a website that brings together all the best parts of New Australia-Land but with a cheeky twist.
Says Andrew Waddel, general manager, Tourism New Zealand: “We felt the people of New Zealand needed to respond to such a proposition, so we packaged all of the best bits of New Australia-Land into one place. They all just happen to be in New Zealand.”
100% Pure New Australia-Land features just some of the world class experiences available in New Zealand, from trekking through thousand year old glaciers to enjoying one of the hundreds of locally brewed craft beers to securing front row seats at a light show like no other.
Says Waddel: “There is no limit to what you can experience when you make the trip across the ditch, which for our friends on the eastern seaboard is as quick as two movies and a meal.”
Says Andy DiLallo, chief creative officer, TBWA\Sydney: “Aussies seem to think Kiwis are all about Phar Lap and Flat Whites, but NZ has so much more to offer; exciting art and culture, a great food and wine scene and a rich history of one-upmanship. We realised this was the perfect creative opportunity to share all this awesome stuff with the rest of the world.”
Says Katrina Alvarez-Jarratt, creative director, TBWA\Sydney: “There are just so many signs pointing to the fact that New Zealand has all the best bits of New Australia-Land, not forgetting the lamb… it even looks like a chop.”
Air New Zealand has also dished up a limited time offer so Aussies can experience all that New Australia-Land has to offer.
Client: Tourism New Zealand
General Manager: Andrew Waddel
PR Manager: Lauren Blank
Campaign Manager: Lauren O’Connor
Digital Campaign & Conversion Specialist: Chloe Hedley
Creative agency: TBWA\Sydney
CEO: Paul Bradbury
CCO: Andy DiLallo
Creative Director: Katrina Alvarez-Jarratt
Creative Director: Ben Clare
Creative Director: Doug Hamilton
Creative: Andrew Torrisi
Creative: Meredith Besseling
Creative: Anne Lau
Integrated Producer: Elicia Varley/Ben Stephens
Designer: Chris Mawson
Business Director: Helen Campbell-Borton
Planner: Matthew Moran
PR: Eleven
Media: Blue 449
Julia Bannerman: Associate Client Director
Owen Browne: Performance Director
Philippa Fong: Senior Performance Executive
17 Comments
Shots fired. Well played Sirs/Madams.
that was quick
Touché TNZ, touché. I know which side I’m on!
Much better and smarter work than the ad they’re responding to
very funny well played TNZ & TBWA
That was bloody quick. Were TBWA in on the Monkeys campaign? I smell a conspiracy. Either way, this is more of what the industry needs; a little bit of fun and friendly banter between agencies. Top stuff!
“Citizens were once captivated by an annual fireworks spectacle in Sydney, a regional outpost of New Australia-Land”.
Gold.
NZ showing the way again. Cheeky buggers.
Good stuff Tourism NZ and TBWA.
I’m sure MLA and The Monkeys are more than grateful.
Maybe you should unite too – MLATNZ and The TBWA Monkeys.
Comment in article:
“Aussies seem to think Kiwis are all about Phar Lap and Flat Whites but NZ has much more to offer”
Yet the propelled stereotype of Australia to Australians in the above work (Snakes, chico rolls etc) is a little stinky.
Bloody good work agency and client!
Agencies talking to agencies again.
The new Lamb ad is fantastic and making a real impact which you can see in the chatter in the media. This is an advertising in-joke.
Nice one Mez and Anne!
Quite possibly the most redundant comment ever left on CB.
Like saying the earth is much better than the big bang.
If the target for this is Aussies, then makes some sense. Maybe.
But if it is anybody else in the world, then it is a waste of time. Nobody else knows or cares about such a parochial rivalry.
the response!! amazing!