AUCKLAND, Today: To help educate and encourage responsible camping this summer, Tourism New Zealand and the Ministry of Business, Innovation and Employment engaged Contagion to create a campaign targeted directly at this hard-to-reach audience.
Contagion created an integrated campaign using a range of tactics to reach campers. Tourism NZ global brand & content manager Brodie Reid said: “Campers are a niche but important audience so we needed to create a range of ways to reach them while they travelled here.
“We wanted to give them something that would help educate them on the best ways to camp in our beautiful country, to help protect and preserve it for future generations.”
“Before the unlimited free wifi is accessed, campers must view the campaign film, and the four simple ways to camp responsibly in NZ.”
Contagion ECD Bridget Taylor said: “with this in mind we created the Kete of Camping Knowledge. Inspired by the legend of Tanē, who climbed to the heavens to collect the three baskets of knowledge, this series of three Kete gives travellers all the information they need on how to camp responsibly.
“They also double as beach, shopping and rubbish bags, so there’s no reason for campers to leave any trace. The Kete and instructional key tags are available in campervan rentals and i-Site visitor information centres around the country.”
Knowing what this type of traveller values, Contagion and Tourism NZ also implemented free wifi nationwide.
Before the free wifi could be accessed, campers must view the campaign film, which lays out the four simple ways to camp responsibly in New Zealand.
“Partnering with Rankers, Campermate, THL, Backpacker Guide and Trade Me, allowed us to develop various audience profiles and build campaign awareness,” Taylor said.
Agency: Contagion & Contagion Media.
ECD/Copywriter: Bridget Taylor
ECD/Art Director: Todd McCracken
Designer: Tama Ratapu
Creative Services Manager: Mike MacKinven
Senior Client Partners: Carla Tamahori & Jennifer Smitheram
Head of Media: Emma Bolser
Digital Media: Andrew McLeod & Brooke Wheelhouse
Producer: Peter Mayo
Director: Chris Graham
Tourism NZ, Global Manager Brand & Content: Brodie Reid
Tourism NZ Snr Brand & Content Specialist: Jaime Reid
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