BRIEF

Tourism New Zealand’s ‘100% Pure New Zealand’ brand platform has established NZ as the ultimate destination for natural landscapes for the past 20 years.

Despite the long-term success of this campaign, many of our competitors were beginning to emulate our simple strategy of showing off New Zealand’s stunning scenery (and significantly outspend us while doing so).

Our challenge became: how do we evolve and elevate ‘100% Pure’ in a new way to reclaim our uniqueness and grow NZ’s consideration as a holiday destination?

OBJECTIVES

Our objectives that would prove we’d done this were three-fold:

- Grow affinity for New Zealand

- Which grows the number of people actively considering a New Zealand holiday

- While delivering an incremental lift in visitors ultimately returning a commercial payback to NZ

Our big idea was to create an ambitious global gesture of welcome.

So, we gave Kiwis the official role of greeting the entire world each new day with a ‘Good Morning.’

Given the ridiculous lengths Kiwis go to to welcome visitors, it wouldn’t be good enough to just say Good Morning World a few times a year in campaign bursts. Critical to our idea was going to ridiculous lengths to make the world feel welcome by saying it every single morning for an entire year.

Good Morning World is the story of how Tourism New Zealand used a big welcoming gesture to create fame for New Zealand. New Zealanders are a warm, welcoming bunch. They’ll go to ridiculous lengths to make you feel welcome. We wanted the world to feel the embrace of New Zealand’s welcome.

So, as the first country to see the sunrise every day, we gave New Zealanders the

official role of greeting the world each new day with a ‘Good Morning’ to the entire world.

The content series starred 365 real Kiwis sharing the things and places they love, in completely unscripted, personal messages that were posted daily on the @GoodmorningWorldNZ Instagram channel. Celebrities such as Sam Neill and

Russell Crowe retweeted the campaign to their followers, and Sam even

filmed his own for us to use as part of the series. The campaign generated $7.3M in earned advertising value.

We embraced a truly social-led, content-first approach, with a new ‘Good Morning World’ video released every morning on our new ‘Good Morning World’ Instagram account and YouTube channel, as well as other existing Pure New Zealand channels.

We launched to the local tourism industry with a visually stunning and emotionally moving film explaining 100% Pure Welcome, helping kickstart the second stage of our campaign — recruiting real, everyday Kiwis across the NZ to become the stars of our films.

Every day for a year, our Good Morning World film series featured Kiwis showing off our unique culture and place. Like 2-year-old Sadie, blowing the world a kiss and wishing the world a good morning from her rural Northland beach house. Or Terau from Tokomaru Bay about to ride along the beach with his horse, and Ray from Te Anau featuring his prized pet, Penelope the Pig.

GMW ran globally across TNZ’s key markets, generating great success worldwide across every key brand measure.

Did Good Morning World grow love for New Zealand?

Yes, it did.

When GMW went live, after three years of stasis, appeal for New Zealand grew in all markets — especially among Aussies, climbing to 66% (+6pts), smashing a three-year target.

Did Good Morning World grow the number of people considering a New Zealand holiday?

Yes, it did.

Tracking pre-lockdown showed consistent advances of consideration, increasing between +3pts to +9pts.

And despite our border closure from March-onwards, we saw strong preservation of consideration well into the end of June, ensuring our objective was broadly achieved.

Did Good Morning World deliver a commercial payback to New Zealand?

Yes, it did.

Despite the effects of COVID-19 on international tourism, Good Morning World delivered an ROI of $9:16 for every dollar spent.