Category: Travel, Tourism & Leisure
Advertiser: TOURISM NEW ZEALAND
Product/Service: COUNTRY PROMOTION
The Strategy For this campaign to be a success it needed to work on three fronts:
The films created had to be of the highest quality which meant getting the support of the film community from engaging film programs in universities around the US all the way to recruiting the endorsement of Peter Jackson and Barrie Osborne the Academy Award winning duo who created “The Lord of the Rings.”
The stories told needed to truly bring New Zealand to life, be shared through social media and start conversations about New Zealand. The competition needed to generate large numbers of high quality entrants and help build a community engaging to filmmakers and viewers alike.
The campaign had to find a platform big enough to showcase these films to the world and to reach the New Zealand traveler target group. Tourism New Zealand (TNZ) achieved this through the sponsorship of the Independent Film Channel’s Independent Spirit Awards.
