Every Day A Different Story
Award Category
Best Demonstration of Results
Agency
Mindshare
Client
Tourism New Zealand
Objectives
Mindshare had to shift the idea of New Zealand as a place that Australians would probably visit some day to a place that they have to visit now. It had to increase holiday arrivals between September 2013 and February 2014 by 3%, or 131,760 visitors.
Campaign
To do this Mindshare had to differentiate from all the other tourism communication in the Australian market. It leveraged the Australian love of a road trip and New Zealand’s possession of diverse experiences in nearby, easy to drive to locations. ‘Every Day a Different Story’ focussed on the hidden gems that could be discovered on a New Zealand road trip with television and outdoor used to generate awareness and create emotional desire. Editorial content via glossy newspaper lift-outs and digital mastheads was employed to translate emotional impact into active consideration of specific regions. Dynamic-rich media, polite and click-initiated units showcased the range of experiences using video, imagery and content. Partner packages in digital and press convinced active considerers to follow through and book holidays. All advertising drove people to newzealand.com to discover exact locations. Several 15-second TVCs were topped and tailed in ad breaks to deliver how visitors can have a different experience every day, while outdoor placements showcased a range of unique New Zealand experiences. A content partnership was struck with Fairfax where a bespoke editorial lift-out was created and New Zealand had its own dedicated destination tab on the homepage of Fairfax’s Traveller section.
Results
The campaign delivered a 9% increase in holiday arrivals, equating to an incremental 261,344 visitors above the target. A return on investment of 316% was achieved and for the first time holiday arrivals exceeded the number of Kiwis visiting friends and family. Increases were generated in the preference of New Zealand as one of the top two countries to visit, in the overall traffic to NZ.com by 12%, and in referrals from NZ.com to partners and tourist operators.
Judges Comments
This entry demonstrated a clear understanding of the barrier and a powerful insight from the outset. A great example of the art of storytelling. Agencies galvanised around a core idea. New Zealand, here we come.
