How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Tourism New Zealand: Igniting a Global Conspiracy to #GetNZontheMap
Despite Tourism being one of New Zealand’s largest exports, the country isn’t even on the radar for a lot of people around the world.
An issue not helped by the fact that New Zealand is left off thousands of world maps, from Starbucks wall murals to Ikea products to scenes in popular movies. So Tourism NZ and Augusto planned the perfect response, igniting a global conspiracy suggesting the world was jealous of what New Zealand has to offer.
The social campaign to #GetNZontheMap was fronted by Prime Minister, Jacinda Ardern, and comic legend, Rhys Darby, resulting in over $10 million worth of earned media and 1.3 billion reach – all from $0 media spend.