RotoruaNZ champions relaxation by laying down the ‘Robe Rules’ in latest campaign via jnr.

Following the success of the ‘Robe Trip’ campaign at the 2025 Aotearoa Effie Awards, where it won a Gold and 2 Silvers, trans-Tasman independent creative agency jnr. and RotoruaNZ have followed it up with a new ‘Robe Rules’ campaign.

A tongue-in-cheek take on your standard Government laws communications, the hero film is led once again by the honourable Mayor of Rotorua, Tania Tapsell, as she takes an eager couple around Rotorua, outlining the ‘Robe Rules’.

Says Marisa Balle, Head of Marketing and Communications, RotoruaNZ: “The ‘Robe Trip’ campaign last year was incredibly effective, and not only drove positive brand perceptions, but also visitation and spend. It was only natural that we would follow that up with another campaign encouraging Kiwis to go on a ‘Robe Trip’ to Rotorua to experience all our region has to offer.”

Says John Marshall, Managing Director & Founder, jnr.: “Last year, we encouraged people to go on a ‘Robe Trip to Rotorua’, a weekend full of wellness and relaxation. This year, we are here to outline do’s and don’ts of a ‘Robe Trip’ – the ‘Robe Rules’ – reminding Kiwis that Rotorua is the authority on all things rest and relaxation.

Says Jenny Mak, Executive Creative Director & Partner, jnr.: “With ‘Robe Rules’, we had fun flipping the usual idea of rules on its head – because who says relaxation can’t come with a little cheeky structure? It’s all about making people smile while reminding them that sometimes, the best way to chill out is to follow the ‘Robe Rules’- Rotorua style.”

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