Rare as hens’ teeth (Updated)

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NEW YORK, Tuesday: Special Group AUNZ is one of only three agencies in the world to be named a winner at the Global Effie: Multi Region competition for Tourism New Zealand’s Good Morning World.

The campaign, co-created between Special Group’s NZ and Australian offices, saw everyday New Zealanders say “Good Morning World” for 365 days of the year.

This this is the first time a New Zealand agency has been recognised in the 16-year history of the competition and a decade since any Australian agency has made the cut.

The Global Effies honour the world’s most effective marketing campaigns which run across multiple regions – including Africa & Middle East; Asia Pacific; Europe; Latin America & the Caribbean (includes Mexico); and North America (US & Canada).

Auckland-based Special Group head of strategy Rory Gallery said: “This is a really difficult award to win.

“You need a great idea that has the ability to transcend borders and be effective across various continents, countries and cultures.

“This is an award our clients deserve for backing such an ambitious idea.”

“Needless to say, we are thrilled. It’s an award our clients deserve for backing such an ambitious idea.”

Sydney-based Special Group CCO/partner Tom Martin said: “We’re thrilled to be recognised alongside some of the world’s best.

“It’s a real testament to the level of collaboration between Tourism New Zealand, Special Group New Zealand and Australia, as well as our other partners, to pull off a project that ran for an entire year. We couldn’t be prouder of the long-term results.”

Special Group ceo/CCO Tony Bradbourne (Auckland) said: “To be named one of the three most effective campaigns in the world is some achievement.

“Add to that the pencils Tourism New Zealand received for Good Morning World at D&AD, One Show and AWARD and you have the perfect recognition for such an important piece of work.

“These are the most difficult Effie to win. And are rare as hens’ teeth.

“So this is obviously a staggering piece of news, and the TNZ client – from ceo down – is rapt.”

Tourism NZ marketing director Brodie Reid said: “Special has done a brilliant job for us from a long-term brand building perspective.

“We are proud of the recognition of industry leaders from around the world.”

Award levels – Gold, Silver, Bronze – will be announced as part of the programme’s first-ever virtual awards gala & summit, running over three days from September 29 through October 1, at a shared event with the Effie Awards US programme.

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