Dunedin showcases its beauty and vibrancy in new destination campaign via Shotover Creative
The City of Dunedin has released its latest destination campaign via creative and production agency, Shotover Creative.
The campaign takes a stripped back approach to destination marketing by letting the spectacular location speak for itself.
“Dunedin truly is an undiscovered gem for those that are yet to experience it,” says Shotover MD, James Perry. “Whether it’s the spectacular coastline and wildlife or the vibrant culture, there’s a unique vibe to the place that visitors don’t forget so this campaign aims to give the audience a taste of that in the most authentic way possible, through simple vignettes of classic Dunedin scenes. When visitors enjoy these experiences for themselves there’s no clever editing, musical soundtracks or gimmicky taglines following them around, it’s just the raw essence of the experience, and that’s what we’re trying to bottle up with this campaign.”
The campaign launched this week via digital platforms across New Zealand and The Gold Coast, and comprises a suite of 10 single-shot video vignettes with supportive digital display, each presenting a uniquely Dunedin scene.
“The return of direct flights from June 2025 between the Gold Coast and Dunedin meant we needed to consider not only how this campaign would land with audiences across Aotearoa but also with our friends across the ditch. The simplicity of this campaign allows audiences anywhere to imagine themselves inside these beautiful Dunedin environments without the need for any inherent knowledge required to appreciate specific messaging.” said Enterprise Dunedin Destination Manager, Sian Sutton.
The campaign was shot over a 2-month period in collaboration with the local tourism community.
“We relied heavily on the great people of Dunedin to pull this one off,” adds Perry. “Working around weather windows, permit limitations, and talent schedules can often prove troublesome to any production but from day one the Dunedin tourism community and all stakeholders across the city really stepped up to the mark and couldn’t do enough to help. All of the on-screen talent were either part of local amateaur stage organisations or were associated with the tourism operators assisting the production but they were some of the best talent we’ve ever worked with. It really is a testament to the city’s creative stock, the collaborative nature of the community and Enterprise Dunedin’s outstanding relationships that we were able to execute such a production using nothing but the real people of Dunedin to make it happen on both sides of the camera. The city should rightfully be proud of this one.”
Client: Enterprise Dunedin
Destination Manager: Sian Sutton
Digital Content Coordinator: Hayden Parsons
Marketing Officer: Katie Love
Agency/Production Company: Shotover Creative
Director/Producer: James Perry
Head of Digital & Marketing: Jason McKay Williams
Graphic Designer: George Chalmers
Marketing Coordinator: Deanna Warnock
Director of Photography: Rob Romero
Photographer: Ash Walton
Sound Operator: Ash Walton
Production Assistant: Xaden Stringer
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