Tourism New Zealand: 100% Pure Revival
Robert Sue
Campaign details
Brand owner: Tourism New ZealandAgency: Starcom MediaVest Group, Shanghai and Razorfish, ShanghaiBrand: Tourism New ZealandCountry: ChinaChannels used: Internet – display, Internet – search, Magazines – consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth and viralMedia budget: 500k – 1 million
Executive summary
New Zealand has one of the strongest country brands in the world. However, research conducted in China showed that there was some disconnect between how New Zealand wanted to...