Tourism New Zealand and creative agency Augusto have turned the world upside down in a follow-up to their viral #getNZonthemap video launched in May. The new video stars Ed Sheeran, Sir Peter Jackson, Rhys Darby and PM Jacinda Ardern.
Ardern returns alongside a visibly frazzled Rhys Darby, having been on the trail for the past six months to solve the unfathomable mystery of how a country similar in size to the UK could be missing off so many maps.
This time the duo is backed by fellow Kiwi Sir Peter Jackson who shares his theory with the world that New Zealand is closer than they think. In fact, it’s in the middle of the earth.
Stephen England-Hall, Tourism New Zealand’s chief executive, said: “Sir Peter’s involvement in the investigation was a natural connection given he is the man responsible for bringing Middle Earth to life.
“For a man who spends most of his time behind the camera, we are proud he felt passionate enough about our cause to join us in front of it!”
Jacinda Ardern said: “I’ve loved seeing the global response to this campaign. With a little help from Sir Peter, my hope is that people will see New Zealand right where it deserves to be – on the top of their list of places to visit!”
“I love New Zealand – it stole my heart, and it feels bonkers anyone could miss it off a map.”
As a long-time friend of New Zealand, British rock star Ed Sheeran’s cameo is an organic next step from his recent tea-and-scones date with PM Ardern and close connection with Sir Peter, performing the sound-track I See Fire on one of his epic Hobbit films.
“I love New Zealand – it stole my heart, and it feels bonkers anyone could miss it off a map,” Sheeran said.
Augusto creative directors Matt Sellars said: “After leaving the story in the last video pretty open-ended we had an overwhelming expectation for a follow up, so we had to find a way of bringing the story to a close, while also building on the success of the first content film.
“It was great fun working with the brave bunch at Tourism New Zealand and led to the idea of pinning the evidence on a high-profile fan of New Zealand and ultimately redesigning the world map.”
The Middle Earth map illustrates how easily accessible New Zealand is due to increased flight connectivity across the globe. The campaign will be supported by content on Tourism New Zealand’s travel trade and consumer websites to help drive holiday bookings.
Stephen England-Hall said: “The content addresses perceived barriers to visiting New Zealand, such as flight times and how easy it is to get around. It also promotes autumn and spring as the best time to visit, supporting our strategy to spread visitation across the year.
“The first maps video went global and resulted in media coverage that hit over $10 million in value.”
In the follow-up video Tourism New Zealand is calling on the world to put New Zealand on their map, preferably in the middle.
Client: Tourism New Zealand
PR Project Manager: Carole Tredrea
Global Manager Public Relations & Major Events: Lauren Vosper
Global Brand & Content Manager: Brodie Reid
Agency/Production Company: Augusto Group
Director: James Anderson
Creative Director: Matt Sellars
Creative Director: Rich Robson
Client Director: Heath Davy
Executive Producer: Cass Avery
Production Producer: Amy Malloy
Producer: Brad Harvey
Production Manager: Kat Purvis
Editor: Mariano Segedin
Assistant Editor: Jake Hanley
Post Co-ordinator: Zoe Jones
Motion Artist: Shaun Madgewick
Art Department: Dave Cooke & Rod Harge
DOP: Olly Harris
AC: Max Hasant
Sound: Mark Storey & Craig Mullis
Gaffer: Karl Saunders & Craig Farrand
Best Boy: John Bell
LX Assist: Jai Philavong
Grade: Mike Carpinter
Audio: Amy Barber
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