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Copywriter
New Zealand Tourism
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That's Kiwi Culture
New Zealand: A destination designed for the unusual.
CW: Foster Snipes
AD: A frustrated copywriter
Problem: While New Zealand is a country like no other, it doesn't have the draw that other tourist destinations have. Niche audiences needed to be defined. We needed "our" kind of people.
Insight: What makes NZ special is wildly different than what makes Paris special. They may have the Eiffel Tower, but we had so many unique things. It's just a different culture; you Frenchies wouldn't understand.
Solution: Embrace the wild, weird, and wanderlust. Anywhere else, you'd be an oddball. Here, you're a Kiwi.
Print ads in a mix of publications about the following themes: indie & cultural food, destination & travel, business & investing, and fantasy niche (Travel + Leisure, National Geographic, Total Film, and The Economist)
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Digital placements alongside adventure travel articles, Youtube travel vlogs, and select keywords (Lord of the Rings, authentic trips, warm winter destinations)
Paid & organic social presence centered around authentically odd events, attractions, and culture found across New Zealand.
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