Tourism New Zealand: Every day a different story
Campaign details
Agency: Whybin\TBWA SydneyAdvertiser: Tourism New ZealandAuthor: Hristos Varouhas
Executive summary
This case study is about 'kissing the shadow' – that is, turning a core barrier into a strength.
Many Australians intended to take a holiday to New Zealand one day but kept putting it off because it didn't seem very different to Australian destinations like Tasmania or, other 'more international' destinations seemed more immediately appealing.
To many Australians, New Zealand's familiarity and proximity was a double-edged sword.
By redefining proximity (from 'it's only three hours...