Special Group’s Good Morning World for Tourism New Zealand named world’s most effective tourism campaign at Global Grand Effie Awards
Special Group’s ‘Good Morning World’ for Tourism New Zealand has been named world’s most effective tourism campaign at Global Grand Effie Awards.
Effie held its first ever Global Grand Effie Awards to recognise the world’s most effective marketing efforts. The Global Best of the Best Effie Awards were open to all 2019 and 2020 Gold and Grand Effie winners from over 60 regional and national programs.
Even though the jury was judging work and results of the highest level, only 12 Grand Effie Awards were awarded over 21 categories and 2 rounds of judging, but it’s a who’s who of the world’s most iconic and effective campaigns including ‘Dream Crazy’ Nike, ‘Whopper Detour’ Burger King, ‘It’s a Tide ad’ Tide and New Zealand’s own ‘Good Morning World’ Tourism New Zealand.
Says Tony Bradbourne, founder and CEO/CCO of Special New Zealand: “To be recognised for delivering the most effective tourism advertising globally is incredibly pleasing. I just want to thank everyone who worked on this campaign from Special New Zealand and Australia, and I think it actually was everyone over the entire year it took to produce, and the whole team at TNZ.
“We are so proud of the work we have delivered for Tourism New Zealand, at a time when the tourism industry needed it the most. We’re confident our creative and effective work has kept ‘destination New Zealand’ alive in the minds of millions of would-be tourists around the world; and is part of our commitment to do work that makes a positive difference for the country.”
Says Rory Gallery, CSO, Special New Zealand: “It is a pleasure to be amongst some of the most high profile and effective campaigns in the world. It’s great to see a New Zealand brand keeping company with the likes of Nike and Ikea and is a testament to the ambition of everyone involved in this campaign.”
Says Tom Martin and Julian Schreiber, CCOs, Special Australia: “We are so proud that a campaign of such a different shape which actually involves all the great people of New Zealand to make it happen has resonated so strongly around the world.”
Says Traci Alford, global CEO, Effie Worldwide: “The Global Grand Effie winners are truly the best of the best, proving exceptional across Effie’s 4-pillar framework for marketing effectiveness. This work has not only been celebrated locally, but has stood up to a jury of peers across the globe. A big congratulations to all of this year’s winning teams.”
The 12 Grand Effie winners are:
Retail: ‘Dream Crazy’ Nike / Wieden + Kennedy
Commerce & Shopper: ‘Whopper Detour’ Burger King / FCB NY
Travel & Tourism: ‘Good Morning World’ Tourism New Zealand / Special NZ & AUS
Fast Moving Consumer Goods: ‘It’s a Tide Ad’ Tide / Saatchi & Saatchi
Fast Moving Consumer Goods: ‘Nescafe Tribute’ / Bombay
Restaurants: ‘Michelin Impossible’ KFC Australia / Ogilvy Australia AUS
Media & Entertainment Companies: ‘Nat Geo into the dark. A Trip to the eclipse’ National Geographic / Wolf BCPP
Positive Change / Social Good: ‘Go back to Africa’ Black and Abroad / FCB/SIX
Positive Change / Social Good / Non-Profit: ‘Gracie’ Street Grace / BBDO Atlanta
Sustained Success: ‘Like Brands’ Aldi Uk & Ireland / McCann Manchester
Current Events: ‘Changing the Game’ Microsoft / McCann New York
Brand Experience / Services: ‘Apartmenteka’ IKEA / Instinct BBDO
Click here for a showcase of all of the contenders.
18 Comments
Yet Tourism NZ has parted ways with them…
Hi Spin, – fake news! We haven’t parted ways with our friends Special and are really proud of this campaign.
Rumours are it’s DDB V Monkeys for Tourism New Zealand. See how proud you are when the new agency announced.
Hi Tourism New Zealand – why are agencies pitching to create your new global brand platform then? Are you about to suggest you have a strong, ongoing and committed relationship to Special, despite choosing to move on?
A government department that has spent millions telling Kiwis to spend locally is tossing up moving its account to two American owned agencies.
Try something new New Zealand
These govt agencies really are the pits. Good to see them investing heavily in offshore agencies again. ‘Buy NZ made’ they say ‘Shop local they say’. But in reality that line is just for the schmucks.
Government agencies have a duty to pursue the best work, to deliver the best results. Sounds like Special have declined to pitch, so they’re looking at options. Which NZ-owned agencies do you think they should talk to, that can deliver work to the standard of DDB?
Colenso. S&S. FCB. Monkeys.
There is not a single piece of work that DDB ha created in recent years that’s genuinely exceptional. S&S on the other hand have created a Toyota Campaign that won’t be forgotten for some time. All the Indies have great talent and all of them deliver. The Monkeys NZ have made nothing at all.
And one of them is support the NZ economy, not the Aus or US economy. Talent is the basis of every agency, the more money you pump into the foreign owned businesses the more they can suck up that local talent. It’s not an agency network that produces great work it’s the people they can afford to hire, so if you take the lazy route and just feed those beasts you are the problem.
So you’re advocating all government entities should spend only with local agencies, which are currently not the best agencies available in the market, in the hope that the revenue they receive eventually allows them to hire the good people and be the best agency?
…are you guys saying you’d never work for a big agency then? Or are you making this point because you don’t currently? I’m interested. Are you saying those of us that do have got it wrong? That we shouldn’t be at the best agencies in the land? That somehow our choice of employer is letting down the country?
Or that only government institutions should invest in the smaller agencies? In which case how does that solve the problem of balance?
Lets look at it another way, are you saying that the moment talent leaves a network agency and goes to an Indie they are suddenly untalented? Are you saying the big building full of Marty’s luxury cars is actually the thing that creates great work? Are you mad? there’s nothing special about DDB, it’s just big so it can hide it’s weak work behind it’s many good clients with good briefs. If you look at the resources and opportunities that DDB have – they should actually be much much better. But they aren’t and never will be a W&K or a Crispin Porter or even an AMV because they’re not that great they’re just really good at talking themselves up.
Dont you really need an agency with a presence in Australia and other key tourist markets to help promote NZ? I assume that is why DDB and The Monkeys are on the list.
You need a media network to distribute your idea but no you do not need a creative agency network.
Assume this is one reason The Monkeys poached Specials GM away, who also is very very close with Tourism NZ
Pretty weird of Tourism NZ to say they “…haven’t parted ways with our friends Special”, when they’re pitching both the global brand platform and the local domestic work (yip, two pitches on concurrently). Perhaps we should be taking less potshots at each other and instead ask the client what’s really going on?
It’s not really Tourism NZ posting right?