Kiwi kids are the stars of a new global campaign via Augusto, to encourage the protection of New Zealand for future generations.
The campaign sees Kiwi kids around the country promising to one day look after the kids of today’s visitors, if they follow the Tiaki Promise.
Says Matt Sellars and Rich Robson, creative directors, Augusto: “Rather than just asking visitors for their commitment to the Tiaki Promise, we thought we should meet them halfway by promising something just as special back to them.”
Says Stephen England Hall, chief executive, Tourism New Zealand “The voice of youth is driving change and we need to listen.
“As we head into summer, a time where Kiwis and visitors will be enjoying all that Aotearoa has to offer, we all have a role to play in ensuring our home is protected for future generations.”
The Department of Conservation are also encouraging New Zealanders to lead by example with a video that talks directly to our domestic audience.
The campaign is a collaborative effort between Tourism New Zealand, the Department of Conservation, New Zealand Māori Tourism, Tourism Industry Aotearoa, Tourism Holdings Limited, Local Government New Zealand and Air New Zealand.
Further video content and campaign assets will educate visitors on the Tiaki Promise and how they can help care for New Zealand. This includes messaging about keeping your distance from wildlife, taking away your rubbish, driving carefully, respecting our culture and being responsible for your own safety on our walking tracks.
The campaign is being promoted by all of Tiaki’s governing partners, including onboard domestic and international Air New Zealand flights, airports, i-SITE Visitor Information Centres, tourist operators and more.
Tourism New Zealand
Director of Marketing: Brodie Reid
GM NZ & Government Relations: Rebecca Ingram
Global Brand & Content Manager: Jill Chestnut
Brand – Special Projects: Sarai Gaston
Department of Conservation
Team Lead, Visitor Engagement: Luana Scowcroft
Marketing Advisor, Digital Campaigns: Ani O’Brien
Digital Content Advisor: Laura Honey
Agency/Production Company: Augusto Group
Creative Director: Rich Robson
Creative Director: Matt Sellars
Business Director: Heath Davy
Producer: Brad Harvey
Designers: James Davison, Nina Vasiljevic, Fabricio Maniu
Director: Chris Dudman
DOP: Clayton Carpinter
Photographer: Steven Boniface
Editor: Kat Kasajima