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NZ Tourism Dronie Campaign

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THE CHALLENGE

TBWA Sydney briefed in our NZ team to deliver a superb campaign for Tourism NZ – The NZ Tourism Dronie Campaign!

Tourism NZ wanted to give tourists the opportunity to create for themselves the ultimate holiday memento. By combining the latest technology with the latest craze- Drone +selfie = Dronie! We were tasked with delivering the live activation in NZ – a challenge we couldn’t resist being a part of!

THE EXECUTION

To help them realise their vision to encourage huge numbers of tourists to share NZ’s beauty with their friends all around the world and create NZ Tourism advocates we headed to NZ hotspots with a drone, a GoPro camera and a crack team of brand ambassadors to create inspirational selfies for tourists to share on their social media and email to their friends and family back home. We provided all promotional staff and logistics of this very involved roadshow campaign.

THE OUTCOME

Participants of the NZ Tourism dronie campaign were thrilled to see themselves at the centre of NZ’s  stunning scenery. Results were impressive with the vast majority of participants sharing their Dronies with the world.

With approximately 1,200 dronies created and shared the estimated total audience for videos created approached 50,000.

Check out The Telegraph UK explaining the campaign:
https://www.telegraph.co.uk/travel/snowandski/skiing-news/10988393/The-selfie-is-dead.-Introducing-the-dronie.html

Tourism NZ estimated that media coverage of the campaign exposed the message to 34 million people:
https://www.tourismnewzealand.com/news/ultimate-selfies-reach-over-34-million/

CLIENT TESTIMONIAL

“I just wanted to drop you a quick note on the NZDronie activation and say thanks for all your help and providing such amazing staff. It wasn’t an easy 10 days in the snow, but the whole team were brilliant! Super organised, helpful and positive. My Client was really happy with how well the activation went and the results. That truly is a testament to the great team we had. Thanks again.” – Alex Stickler, TBWA


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