The unique East Coast lifestyle, people and attractions are celebrated in a new marketing campaign for Tairāwhiti Gisborne, enticing manuhiri to visit the region and ‘come see why’.
The campaign is based on the premise that words can’t convey how incredible the Tairāwhiti region is, it needs to be experienced firsthand. Come see why is the call to action, for visitors to make the trip and feel the connection and authentic experience of Te Tairāwhiti. It showcases the famous paua pie from Cafe 35, the interactive stingray experience at Dive Tatapouri and the East Coast wave our locals are known for.
The campaign imagery will feature on digital billboards around New Zealand, targeting both the fly and drive markets, complimented with an extensive social media campaign, targeted digital media on Google, and adverts on TVNZ and TV3 on demand. Features on Stuff, Kia Ora in-flight magazine and other media famils are also planned for the coming months.
Auckland-based agency Run was engaged to lead the creative on the campaign.
“This is our first significant marketing campaign since Cyclone Gabrielle, and we’re excited to showcase the beautiful Tairāwhiti around the country and hopefully entice people to make the journey to our place,” said Kim McVicker, marketing and trade manager.
“The roads to Gisborne and State Highway 35 are open and our local operators can’t wait to host visitors again this summer.”
The campaign video can be viewed here.
For more info, visit the Tairāwhiti Gisborne website.