We wrote a long copy story to give people a sense of the epic nature of Te Araroa. We then weaved the advert across every single page of the weekend travel section, from beginning to end, just like the trail itself weaves its way along the entire length of New Zealand.

With a bespoke small space media buy for each page, the advert appeared differently on each page, giving it renewed impact with every page turned.

The Art Direction also brought the story to life with visual surprises hidden within the topographic lines.

In one weekend and with just an AU$160,000 media buy, Tourism New Zealand and Te Araroa got a dedicated 8-page travel section in a weekend newspaper, with bonus editorial content worth over AU$375,000 in equivalent advertising value.

The advert reached over 2.6 million ‘Active Considerers’, which led to a 691% increase in visits to the website from the previous month. From the website alone, booking referrals increased 201% with people wanting to take a trip along Te Araroa.