The Drum Awards for Marketing - Extended Deadline

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Date: May 2021
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While New Zealand and Australia have shut themselves off to the rest of the world, back in April it announced plans for a 'Trans-Tasman bubble' between the two countries. And so, to encourage movement on this quarantine-free travel route, respective tourist boards got to work.

Exploring the idea that Australians have been dreaming of going to Aotearoa, Tourism New Zealand has devised a hilarious ad created in partnership with the Special Group.

‘Stop Dreaming about New Zealand and Go’ stars 'an Australian friend' longing to visit New Zealand as he slumbers. Out pops a dream buddy New Zealander, who gently whispers 'Kia Ora' (a Maori greeting) to 'wake up' the dreamer, before they embark on a dream trip to his country.

Zooming through various tourist destinations, because the traveller is dreaming, the trip follows a weird and unusual narrative. Granted a 'dream beard', the dreamer sits and eats crayfish in a room full of versions of himself and Di, who is on another Australian fresh crayfish dream, which is a result of a 'complicated crayfish crossover'.

Suddenly the dreamer is pedalling through vineyards, before speedboating through a spectacular landscape, that turns out to be a hot tub that the men relax in, placed next to a giant 'dream kiwi'.

“‘Stop Dreaming about New Zealand and Go’ aims to spark the emotional longing in Australians to experience a unique and meaningful New Zealand holiday,” explains Declan Malone, marketing lead - Australia for Tourism New Zealand.

“We know traveling overseas is one of the most missed activities for Australians, who previously made up 40% of international arrivals to New Zealand .We wanted to remind our friends over in Australia that New Zealand’s beautiful landscapes, wide open spaces, and welcoming people are only a short flight away.”