The Rugby World Cup, 2019.

TNZ sought to evoke an emotional connection and demonstrate a ‘closeness’ with Japan at the 2019 RWC. The event was seen as a unique opportunity to strengthen diplomatic relations, in hopes that this would reflect positively for trade and tourism.

We set aside three objectives to pursue:

• Generate $20m earned media for Tourism New Zealand during the Rugby World Cup.

• Create positive traction for Tourism New Zealand’s digital channels in Japan.

• Create an event that leaves people with a more popular opinion of New Zealand and New Zealanders.

The brief became:

Pay our respects to the Japanese by creating a gesture of thanks for their generous hospitality towards New Zealanders during the RWC

In Japan, numbers are used as shortcuts to specific things, this would help with the language barrier.

39 or ‘San Kyu’ is a way of saying ‘thank-you’.

We created a cultural showcase called “NZ says ‘39’ (thank-you) for being our hosts.”

The All Blacks arrived in Kashiwa for a launch event with global media, wearing jerseys with 39 on their backs, introducing the idea. PM Jacinda Ardern made an appearance at one of the events

Air NZ changed their Tokyo flight number to NZ39.

The All Blacks took ‘39’ to the field, bowing to pay their respects to their hosts at the end of every game.

‘39’ was the symbol of NZ’s experience throughout the tournament – the Japanese felt the cultural bridge and respect.

Our cultural insight uncovered that; great hospitality and treating people with respect are cornerstones of both Japanese and NZ cultures.

This informed our strategic breakthrough: We decided not to make a campaign about New Zealand, but instead make a campaign thanking the Japanese for their amazing hospitality (demonstrating the values between both countries).

Our strategy was therefore: Pay our respects to the people of Japan by creating a gesture of thanks for their generous hospitality towards New Zealanders during the Rugby World Cup.

In Japan, numbers are used as shortcuts to specific things, this would help with the language barrier.

39 or ‘San Kyu’ is a way of saying ‘thank-you’.

So we created a cultural showcase called “NZ says ‘39’ (thank-you) for being our hosts.”

1. Generate $20m earned media for Tourism New Zealand during the Rugby World Cup

‘NZ Says 39’ was launched to over 50 Japanese, global and NZ media outlets.

The estimated advertising value was $41.1 million NZD.

This equates to a media ROI of $9.25 for every marketing dollar spent.

2. Create positive traction for Tourism New Zealand’s digital channels in Japan

Social media followers increased to >50k (>200%).

Average engagement rate: 5.7%

>14m views.

1,078,179 visits to the Japanese newzealand.com, (top among all countries).

51,123 visits media website visits.

3. Create an event that leaves people with a more popular opinion of New Zealand and New Zealanders

>7,000 attended the cultural events.

79% had a better opinion of New Zealand, and felt New Zealanders were friendly, welcoming and respectful.

53% were more likely to visit New Zealand.

Brand appeal increased to 40% in Japan (highest in 3 years).