Good Morning World Summary
For two decades, Tourism New Zealand's '100% Pure New Zealand' campaign had established NZ as the ultimate destination for natural landscapes and experiences. But by 2018 100% Pure wasn't as 100% Effective as it needed to be.
Our insight that Kiwis go to ridiculous lengths to welcome visitors and ensure they enjoy their time in NZ inspired our ambitious Good Morning World campaign, a global gesture of welcome to the world which involved saying "good morning" every day for an entire year. Because if Kiwis were willing to go to ridiculous lengths then it was only...