New Zealand is a country in want of some attention. This may seem unlikely given its headline introduction to the world the past few years, gaining recognition from such films as The Lord of the Rings and events like the America’s Cup sailing regatta.
No—to be more precise, New Zealand’s tourism industry is in want of some American attention. The Other Land Down Under’s red hot destination status has been known among the international traveling community for some time; yet it remains relatively undiscovered by tourists here. While many Americans may be aware of New Zealand—and even express a desire to go there—this wishful thinking hasn’t always translated into action. But a brilliant series of recent ad campaigns aims to change this.
The latest incarnation of the 100% Pure New Zealand campaign, these internet and television commercials have been unloading both barrels as they woo viewers to experiences of unrivaled beauty and adventure by welcoming them to “the youngest country on earth.” As the website explains, “According to historians, New Zealand was the last habitable landmass on Earth to be settled by humankind. This youthfulness is unique to New Zealand and conveys everything that is fresh and unspoilt about the country and its people.” Scored by Pluto’s remake of pop hit “Forever Young,” viewers are left with an imprint upon mind and heart meant to stay with them long after the credits have rolled.
This campaign also generated huge buzz through Your Big Break, a recent film short contest that gave participants worldwide a chance to “Capture the spirit of 100% Pure New Zealand” as they created and directed their own on-location commercial, to be produced and judged by LOTR’s Barry Osborne and Peter Jackson, respectively. On March 5, Argentina’s Andrés Borghi was announced winner for his Working Day, a humorous take on the creation of New Zealand. Now visitors to the website are invited to take their big break as a portal connects them to various travel packages.
Another ambassador for Kiwi Country is NFL Linebacker, Dhani Jones, star of the Travel Channel’s Dhani Tackles the Globe, with his plug for the The New Zealand Lifeback Promise. Jones challenges you to find as he did how a mere nine-day trip there can help you “to get your life back.”
Online ads from both Air New Zealand and Qantas are currently promoting roundtrip airfares from Los Angeles and San Francisco for as little as $798. In addition, an attractive exchange rate for the US Dollar touts a holiday that’s not only a dream vacation, but one that’s very affordable, too.
Together, the quality of these ad campaigns is spot-on. Hopefully, they will convey the sense to those yearning yet to visit New Zealand that this really is a place where travelers feel young and renewed in spirit. Moreover, it might push them over the edge into understanding something Kiwis have long known: that some places are meant to be experienced—and none more rightly so than New Zealand.
© 2010 Brian Bragdon for Examiner.com.
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Comments
you should email this to Rachel and mandi (contact 'em on FB. Yeah, you're a big time writer its time you started checking your FB more than once a month!!! seriously)
they just got back from NZ
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