Good Morning World
For decades, New Zealand has used natural beauty to market itself to tourists globally. But as other countries also began promoting themselves in this same way, NZ lost some of its uniqueness. So we developed a strategy to evolve the brand platform and showcase beautiful landscapes through the uniquely warm, generous and welcoming people who live there.
As the first country to see the sunrise each day, we gave New Zealanders the official role of greeting the world every single morning for a year. A gesture that demonstrated the warmth of the people whilst showcasing 365 different landscapes, activities and destinations.
The campaign has only recently launched and we’re incredibly excited to see how it grows over the course of the next year.