Tairāwhiti Gisborne attracts digital nomads in new PR campaign via Yarn and Sizzle
Following the Government’s recent announcement to allow visitors to work remotely in the country, Tairāwhiti Gisborne grabbed the opportunity to attract ‘digital nomads’ to what they consider “the best shared office in the world”. The PR campaign was a collaborative effort by Trust Tairāwhiti, Sizzle PR and creative indie agency Yarn.
The campaign has already generated significant media interest, including a solid 4 ½ minute coverage on breakfast TV.
Radio New Zealand also has plans to follow the story of digital nomads in Gisborne for their podcast, Here Now.
Doug Jones, Chief Executive of Trust Tairāwhiti, says: “The natural beauty and relaxed pace of Gisborne make it the perfect destination for digital nomads looking to immerse themselves in Aotearoa.
“Within 5 to 10 minutes of the city centre, we have world-class surf beaches, stunning hiking trails, and a diverse range of eateries and wineries. Anyone who lives in Tairāwhiti Gisborne knows our place is one of New Zealand’s best-kept secrets, and this campaign is about sharing that secret with international travellers who can stay longer in our region, encouraging them to work from here for a while and be part of our growing community”.
Says Matt Sellars, Executive Creative Director & Partner at Yarn: “The manaakitanga spirit is strong in Tairāwhiti Gisborne, which made this reactive moment a genuine welcome from the East Coast region to the world. While sitting back enjoying a Gizzy Gold with the team after a day’s filming, it became very apparent that this is definitely an “office” that most people wouldn’t want to leave.”
Client: Trust Tairāwhiti
Marketing Manager: Kim McVicker
PR Agency: Sizzle
Mark Burt, Hanna Reynolds
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Matt Sellars, Rich Robson
Creatives: Oscar Randle, Joachim Pearson
DOP: Haimona Ngata
Editor: Rich Parker
Sound: Radiate
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