Rotorua launches first major campaign in over a decade with ‘Hidden Gem’ TVC’s via mediaR
Rotorua has launched its first major tourism campaign in more than a decade this week fronted by the first in a series of ‘Hidden Gems’ TVC’s crafted by mediaR.
The initiative which is part of a three year campaign, challenges people’s perception of the city and encourages Kiwis to rediscover its hidden gems.
Says mediaR director Tony Richards:”The integrated campaign is a refreshing view of what Rotorua has to offer and captures Rotorua in a different light.”
Research revealed domestic visitors to Rotorua wanted a mix of both nature-based activities (such as the 18 lakes on offer, stunning forests, mountain bike trails, and geothermal hot pools), just as much as the traditional tourism attractions.
In looking for a soundtrack that complimented the great images, we picked Pokarekare Ana and with the superb inputs of former Supergroove frontman turned composer, Karl Steven, we re-energised the original, which was also tuned into a full-length feature track.
Fourteen year-old Te Rina West was successfully cast from over 300 other Rotorua local hopefuls to star in the new commercial. She has a strong family history of tourism guiding in the region making her the perfect choice to help a nation explore her hometown.
The TVC is the start of a 3 year integrated campaign that includes social, public relations, digital and a new-look website www.rotoruanz.com.
Agency – MediaR Ltd
Agency Contact – Tony Richards
Creative Director – Paul Taylor
Production Company – The Neighbourhood
Director – Paul Taylor
Producer – Penny Hall
DOP – Sigi Spath
Music/Composer – Karl Steven
Colour Grade – Blockhead – Pete Ritchie
Online – 2 1/2D
Sound Mix – Franklin Road