My role:

My team was brought in during the creative ideation process, due to a few unexpected departures. The team was lean, which required me to overcome challenges usually experienced in a more senior role, as well as offering me opportunities and autonomy that I wouldn’t have experienced in other circumstances. I loved it.

While I was involved in multiple touch points of the project, my two key deliverables were:

• Coordinated the global rollout of the digital layer, and the OOH work (including an agency first 3D Billboard, see below). This provided an amazing experience of both ATL and BTL marketing and with 19 unique creative ideas to fit across all executions, an attention to detail was certainly required.

• Led the digital experiences team both a Tourism New Zealand and a DDB Group Aotearoa first, I managed our digital production team to deliver 6 uniq assets that lived on Tourism New Zealand’s website (see across). These unique digital experiences provided the world with a chance to experience some of the magic New Zealand has to offer, from their mobile devices. I managed the second half of this project largely on my own which gave me the opportunity to further my understanding of front end and back end web development.

In the era immediately post COVID, with tourists more nervous about travel than ever, Tourism New Zealand needed a campaign that piqued the interest of the world.

Results:

• Preference for New Zealand at an all time high (highest Meta has ever seen in the travel category).

• Visitors to newzealand.com up 590%

• Tourists who engaged with the campaign spent an average of $18 more per day than those who hadn’t seen it. They also stayed an extra day.