Travalyst and Augusto encourage travellers to put sustainability at the heart of their holidays in new campaign video starring Prince Harry
NZ ad agency Augusto is supporting a campaign released today for Travalyst, the not-for-profit sustainable travel organisation founded by Prince Harry, The Duke of Sussex, calling on New Zealanders to help advance its mission of encouraging travellers to put sustainability at the heart of their holidays.
Travalyst is a global coalition of some of the biggest brands in travel. Coalition partners Booking.com, Expedia Group, Google, Skyscanner, Trip.com, Tripadvisor and Visa are working together on large scale sustainability initiatives to ensure a resilient and thriving future for travel and tourism.
Released via a key online campaign video featuring Prince Harry alongside a raft of kiwi stars including Rhys Darby, Rena Owen and Dave Fane, New Zealanders are asked to participate in a research survey and holiday rating tool on the Travalyst website which encourages travellers to reflect on their most recent local holiday and consider, ‘How would your holiday rate you?’
The campaign was created by Augusto and directed by Augusto’s co-founder and global CEO Michelle Walshe.
Says Prince Harry, a key supporter of this kaupapa: “As travel continues to come back, we have an opportunity and a need to redefine the industry – for better, for good. We created the non-profit Travalyst to rethink how travel can continue to expand our global understanding, to break down barriers, and to create cultural connections through experiences we otherwise wouldn’t have. We do this while, at the same time, ensuring local communities truly feel benefit from tourism and safeguarding essential ecosystems. In a world where we’re tasked with rating so many things, we’re now asking: what if your destination rated you? Starting in beautiful Aotearoa New Zealand, we’re launching our first campaign. There is a well-known Māori proverb: Ehara taku toa i te toa takitahi, ēngari he toa takitini (Success is not the work of an individual. But the work of many) – we invite you to be a part of our many.”
Says Walshe: “We are incredibly proud to have played a part in bringing this campaign to life. Telling stories that help impact people and planet for good is a privilege beyond measure. You can’t ask for more rewarding work.”
Says Sally Davey, CEO, Travalyst: “Aotearoa New Zealand is the ideal setting to pilot consumer-focused sustainable travel initiatives. We are looking to complement the many local collaborative efforts already underway, such as the Tiaki Promise.
“We hope to learn more from kiwi travellers and operators, in order to ensure that consumers everywhere can and do make better travel choices.”
Driving Travalyst’s efforts in Aotearoa New Zealand is a local collective formed by the Aera Foundation, with funding and support from the Fife Foundation.
The team, chaired by Aera founder and climate technology investor Derek Handley, has been convening discussions with local tourism advisers, experts and community leaders over the past 12 months to help inform the local campaign produced by award-winning agencies Augusto and Together Media. Insights gained from the eight-week research and communications campaign will be shared with local partners and consumers later in 2022.
ECD: Adam Thompson
Creatives: Mitch Crowe, Ben Carroll, Marissa Schmidt
Client Service – Aimee McCammon, Ivana Mihaljevich
Head of Production: Simone Goulding
Director: Michelle Walshe
Head of Design – James Davison
Designers – Nina Vasiljevic, Katie Curd
Media – Rufus Chuter @Together
Teaser Short Film Production
US Producer: Fleur Saville
Production Assistant: Halina Kirkbeck
DOP: Leon Kirkbeck
Editor: Corbin Dallas
Colour Grade: Pete Richie
Audio Post: Amy Barber @Bespoke Audio
Camera: Jono Drew + Glenn Manchester
Sound: Phil Donovan
Art and Wardrobe: Lucy Caccioppoli
Post Co-ordinator: Zoe Jones
Editor – Corbin Dallas, Connor Farrell
Audio Post: Amy Barber @Bespoke Audio
Stills photographer – Graeme Murray