Destination Roorua Marketing, 16 September 2014: A new series of television commercials promoting Rotorua will go to air this week – with much of the footage having been shot in Auckland.
In a new twist for its latest campaign, Destination Rotorua Marketing (DRM) is incorporating some Auckland city scenes as part of its push to encourage Aucklanders to rediscover Rotorua.
The commercials are part of the second phase of the Famously Rotorua three-year campaign promoting Rotorua as New Zealand’s go-to domestic tourism destination.
The second phase commercials are part of an integrated campaign including an intensive PR strategy, revised online presence, joint venture activity and refreshed rotoruanz.com website. DRM’s advertising agency mediaR and production company Gypsy created the latest commercials, building on the original brand commercials launched last year.
DRM general manager Oscar Nathan says “when choosing to film in Auckland we wanted to take a different slant on the conversation we are having with Aucklanders and create something different from what people would expect.”
The first series of commercial had 15-year-old Rotorua schoolgirl Te Rina West guiding visitors around Rotorua, and has been screening for the past 12 months.
The next series see Te Rina exploring iconic Auckland scenes, encouraging Aucklanders to escape the city and experience Rotorua.
mediaR director Tony Richards says Te Rina is a natural in front of the camera and her family history of guiding in Rotorua (her mother and siblings work as guides at Te Puia), makes her the perfect ambassador for the region.
The three new television commercials will also again feature the re-worked version of New Zealand’s unofficial anthem, Pokarekare Ana, courtesy of former Supergroove frontman turned composer, Karl Steven.
“We’ve had a great response since launching the commercials last year as part of the Famously Rotorua campaign. In fact the campaign in its entirety has been seen as a very successful re-launch of Rotorua in the domestic tourism market.”
The new commercials begin screening from Tuesday September 16.
View the commercials here: