Tourism New Zealand creates messages to welcome the world to each new day

New Zealanders are taking advantage of being the first to see the sun each day by sending welcome messages to the world in a new campaign for Tourism New Zealand.

The ‘Good Morning World’ messages will be shared via social channels for the next 365 days with kiwis from across New Zealand sharing messages from their home towns.

The campaign, which is part of a global brand marketing initiative, aims to showcase the warmth of the people while showcasing the morning landscape and the places and activities visitors can enjoy.

The campaign launches with a film featuring a Maori elder explaining to a young girl how New Zealand’s unique position as the first to see the sun each day gives the people more time to be friendly and welcoming. The conversation takes place on a sacred mountain Hikurangi in Gisborne.

The campaign will feature welcome messages from a diverse collection of kiwis including a wannabe hobbit, a shoulder-nibbling horse, a group of teenagers in Northland giving lessons for an early morning jetty jump and a very enthusiastic parasailer.

The campaign will also encourage social media users to create their own messages to share with the world.

Stephen England-Hall, chief executive, Tourism New Zealand, said: “This new approach to our storytelling brings to life the unique nature of New Zealand. We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect. Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”

The global campaign launches in Australia and includes television, cinema, out of home, digital and social media channels. It will roll out across all of Tourism New Zealand’s key markets.

The campaign was created by Special Group.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.