Tourism NZ tells Aussies to ‘Stop Dreaming about New Zealand and Go’ in first major campaign since borders open via Special Group

Tourism New Zealand has launched its first major campaign since quarantine-free travel opened between Australia and New Zealand. Titled ‘Stop Dreaming about New Zealand and Go’, the campaign was created in partnership with Special Group, and aims to encourage Australians to seize the opportunity to travel to New Zealand.

 

Highlighting both the welcoming people and stunning landscapes of New Zealand, the campaign is centred around a dreaming Australian and a New Zealand guide as they experience a literal ‘dream’ holiday in New Zealand. Throughout the dream, the pair take part in a range of experiences, such as fine dining, jet boating, cycling through a vineyard, and star gazing in a hot tub.

Declan Malone, marketing lead – Australia for Tourism New Zealand, said ‘Stop Dreaming about New Zealand and Go’ aims to spark the emotional longing in Australians to experience a unique and meaningful New Zealand holiday.

Says Malone: “We know travelling overseas is one of the most missed activities for Australians, who previously made up 40% of international arrivals to New Zealand .We wanted to remind our friends over in Australia that New Zealand’s beautiful landscapes, wide open spaces, and welcoming people are only a short flight away.”

Says Tom Martin, CCO and partner, Special Group Australia: “After being confined to Australia for over a year, Australians everywhere have been dreaming of quarantine free travel, and New Zealand is now ready and waiting. We wanted to create the New Zealand version of that dream, filled with the tone and down-to-earth charm that Kiwis are famous for.”

The campaign will launch in Australia on 6 May and run for 12 weeks across all major channels including Cinema, TV, on demand, OLV, social, radio, digital audio, digital display, and will be supported by PR and trade activity.

Client: Tourism New Zealand
General Manager (Australia) – Andrew Waddel
Marketing Manager (Australia) – Declan Malone
Campaign Manager(Australia) – Lauren Kerr
Global Brand & Content Manager – Jill Chestnut
Brand & Content Manager – Jaime Reid
Senior PR Executive (Australia) – Emma Reyes

Creative Agency: Special Group Australia
CCO/Partner: Tom Martin
CCO/Partner: Julian Schreiber
CEO/Founding Partner: Lindsey Evans
Founding Partner: Cade Heyde
Creative: Wayne Ching
Creative: Alex Antoniou
Business Director: Rebecca Grant
Business Manager: Meri Stewart
Strategy Director: Anna Bollinger
Strategist: Kellie Box
Executive Producer: Paul Johnston/ Bill Doig

Special Group New Zealand
CEO/CCO: Tony Bradbourne
Head of Strategy: Rory Gallery
Creative: Tom Johnson
Integrated Producer: Sally Lankshear

Production Company – Finch
Director – The Bobbsey Twins
Cinematographer -Ginny Loane NZCS
Managing Director – Corey Esse
Executive Producer – Loren Bradley
Producer – Sarah Cook
Edit House -Arc Edit
Editor – Jack Hutchings
Post Producer – Adriana Arriaga
Post Production – Blockhead
Colorist – Dave Gibson
Online Operator – Richard Betts
Animator -Blockhead
VFX Supervisor – Stefan Coory

Music & Sound: Rumble Studios

PR: Eleven