We call Taranaki home. We love it here! So, in late 2019, when Venture Taranaki tasked us to come up with a campaign and social media strategy to attract visitors, we were champing at the bit to tell the world about the region!
To ensure a targeted reach, the campaign was to be almost entirely digital. And to catch eyeballs with the beauty of our stunning region, video was chosen as the ideal primary medium.
We know that many Kiwis have at least one reason to visit Taranaki in any given summer—whether that be for the hiking or surfing or for an event or music festival. But, to get them over the line to visit, have they considered pairing that attraction with another of our stunning attractions and really making a weekend of it? For example …
You’re coming for the concert; why not stay for the encore (i.e. the sunset on one of many West Coast beaches)?
You’re coming for the trails; why not keep exploring the incredible cafes, restaurants, and markets?
You’re coming for the mountain views; why not get a closer look with a visit to a museum, gallery or garden?
Social media video needs to be super punchy and catch attention straight away. So, we scouted the best locations, mastered weather maps, got great talent, prepped underwater cameras, and put drones in the sky to capture the region at its summery best.
Here’s a sample montage of the social media films and one print ad that helped boost visitors to the region this summer.