Clemenger/Proximity, Wellington, continues to steer Interislander in a new direction with the launch of its latest brand film.
Having worked with Interislander since winning a competitive pitch in mid-2015, Clemenger/Proximity has spent the last year and a half bringing the new brand platform Find Time, to life through bold outdoor executions and activations filmed and released in social.
“Find Time isn’t just a campaign line,” said KiwiRail tourism brand manager, Richard Keenan. “It’s an ethos.
“We want to encourage every New Zealander to think about what’s truly important to them, to step away from the hectic, busy nature of the everyday, and spend more time with their loved ones. And jumping aboard one of our ships might just be the perfect way to start their next adventure together.’
Like slow food – savour the moment
In developing a new positioning for the New Zealand icon, ECD Brett Hoskin explains: “Interislander is perfectly positioned to tap into the slow travel revolution that’s happening.
“Much like with slow food, people are looking for ways to savour the moment more and connect with the landscape and people,” he said. “Our new brand story was an opportunity to encourage all Kiwis to embrace finding those real, human moments together.”
The 60sec spot heralds the launch of the Find Time story to wider New Zealand. It tells an emotive story of a father and daughter reconnecting as they travel from north to south – a journey which Interislander is at the heart of.
The piece was directed by Louis Sutherland of The Sweet Shop. Bringing a strong performance eye to the project, his insider’s knowledge of the local area also ensured the stunning surrounds of the lower North and upper South Islands were brought to the fore throughout the spot.
- See the Mother’s Day social activation here
KiwiRail Head of Marketing, KiwiRail: Ah-Leen Rayner
KiwiRail Tourism Brand Manager: Richard Keenan
ECD: Brett Hoskin
Production Company: The Sweet Shop
Director: Louis Sutherland
Producer: Tony Whyman
DOP: Marty Williams
Editor: Simon Price
Sound Design & Audio Post Production: The Coopers
Music Arrangement & Production: Mahuia Bridgman-Cooper for Franklin Rd
Share this Post