AUCKLAND, Today: The Covid-19 lockdown in Aotearoa was like torture for us travelling Kiwis. This is the catalyst behind a new Visit Ruapehu campaign launched this week, created by indie agency RUN.
They created the tactical campaign, which aims to reflect the feeling of the nation, by transporting people from the confines of their boring Zoom meetings, out into nature. It features fly fishing, cycling on the famous Timber Trail, hiking and enjoying surrounding townships.
Visit Ruapehu GM Jo Kennedy said: “On and off the mountain there’s plenty to see and do, all with a healthy dose of open space and tranquillity that we all need right now.”
“The campaign includes film, print, social and digital media. It’s the first phase in a long-term tourism recovery marketing plan.”
“Zoom to Ruapehu really resonated with us when RUN presented the idea, now in every Zoom meeting I imagine the camera panning out to one of our beautiful vistas.”
RUN CD Raymond McKay said: “Online Zoom meetings became the catch-cry of the Covid-19 lockdown, so we liked the idea of playing on that in a totally unique way – all while featuring the stunning scenery of the region.”
“The campaign was shot around the Ruapehu region, with the Run team also handling post-production in-house – all on a shoestring budget.”
The campaign includes film, print, social and wider digital media. It is the first phase in a long-term tourism recovery marketing plan the agency have been working on with Visit Ruapehu.
Editing & Motion GFX: Raymond McKay, Laura Cibilich, Maria Philp
Director: Raymond McKay
Art Direction: Raymond McKay & Laura Cibilich
Copywriting: Mike Kelly, Raymond McKay, Laura Cibilich
Account executive: Georgia Edmonds
Producer: Laura Cibilich, Raymond McKay
Client: Visit Ruapehu – Jo Kennedy, Alex Pierce
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