Tourism Industry Aotearoa and Yarn share the aroha

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AUCKLAND, Thursday: Takapuna-based indie creative shop Yarn has launched a national campaign this week for Tourism Industry (TIA) that “shines a light on the many positive benefits tourism brings to Aotearoa New Zealand”.

TIA ceo Rebecca Ingram said: “Beyond the tourism industry’s focus on attracting overseas visitors and its major economic value, we have so many amazing tourism operators around the country who are doing incredible things that benefit New Zealanders on a personal, and community level.

“This campaign aims to highlight just a few of these stories in an effort to reignite pride amongst the tourism industry and celebrate what can easily go by completely unnoticed.”

Featuring tourism operators from the north to south, the campaign showcases the tourism industry’s positive impact towards the environment, support for local communities, wellbeing of our young people, and plenty more.

“Since winning this project through a pitch process with media agency Together, we’ve loved the collaborative team effort we’ve had with TIA and Reload Pictures.”

Yarn ceo Heath Davy said: “Since winning this project through a pitch process with media agency Together, we’ve loved the collaborative team effort we’ve had with TIA, Reload Pictures and all of the tourism operators we’ve met along the way.”

“We have a strong affiliation with our tourism industry, developing regional to international marketing strategies and campaigns. To shift the focus towards the unsung heroes of our tourism industry has been an absolute privilege.”

Yarn ECDs Matt Sellars and Rich Robson said: “Hearing first-hand from our tourism operators about what they’ve been doing throughout the past two years of lockdowns, and their ambitions for the future, is nothing short of inspiring.”

“While they may be humble and much prefer to stay out of the limelight, our aim has been to present them in a genuine and authentic way that will resonate with the rest of the nation.”

The campaign has the support of the Auckland, Wellington, Christchurch and Queenstown airports, where the different campaign executions will be seen by domestic travellers, alongside a nationwide digital, social and Ondemand media campaign.


Client: Tourism Industry Aotearoa
CEO: Rebecca Ingram
Communications Director: Ann-Marie Johnson

Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Strategist: Teresa Harris
Creatives: Bayleigh Way & Alyssa Yeoman
Designer: Ann Davenport, Caroline Wilkie.

Production Company: Reload Pictures
Photographer/Director: Vicki Leopold
DOP: Stephen Langdon
Producer: Sophie Bloomfield
1st AC: Angie Sánchez
Digital Operator: Aaron Burgess
Editor: Rich Parker
Sound: Radiate Studios

Media Agency: Together

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