Why is this work relevant for Media?

At its core, Good Morning World was a media idea – and the media/communications strategy was a key part of the creative strategy. The repetition of a single message (from a different Kiwi) every single day was a core part of the communications strategy, as the frequency of the message was critical to the scale of the gesture, and what established Good Morning World as an enduring symbol of New Zealand’s welcome.

Background

BRIEF Tourism New Zealand’s ‘100% Pure New Zealand’ brand platform has established NZ as the ultimate destination for natural landscapes for the past 20 years. Despite the long-term success of this campaign, many of our competitors were beginning to emulate our simple strategy of showing off New Zealand’s stunning scenery (and significantly outspend us while doing so). Our challenge became: how do we evolve and elevate ‘100% Pure’ in a new way to reclaim our uniqueness and grow NZ’s consideration as a holiday destination? OBJECTIVES Our objectives that would prove we’d done this were three-fold: - Grow affinity for New Zealand - Which grows the number of people actively considering a New Zealand holiday - While delivering an incremental lift in visitors ultimately returning a commercial payback to NZ

Describe the creative idea / insights (30% of vote)

We uncovered research revealing what travellers loved most about their visit. We found they came for the landscapes, but left raving about the people. MANAAKITANGA IS THE HEART OF KIWI HOSPITALITY The reason why was the powerful Māori value ‘manaakitanga.’ Manaakitanga — showing unconditional respect, generosity and care to all — strongly influences the hospitality Kiwis practice. BECAUSE OF THIS, KIWIS GO TO RIDICULOUS LENGTHS TO SHOWCASE THEIR HOSPITALITY It’s common for Kiwis to lend travellers the keys to their car or their beach house. Kiwis do this because they’re touched by the great effort they’ve made to get here. So, we gave Kiwis the official role of greeting the entire world each new day with a ‘Good Morning.’ Our idea was going to ridiculous lengths to make the world feel welcome by saying it every single morning for an entire year.

Describe the strategy (20% of vote)

The creative strategy was to greet the world with a different ‘Good Morning’ every morning, for an entire year — 365 Kiwis sharing the things and places they love, in completely unscripted, personal messages, showcasing what they were up to from their little part of New Zealand, inviting travellers to come on down and experience NZ’s people and places for themselves.

Describe the execution (20% of vote)

We embraced a truly social-led, content-first approach, with a new ‘Good Morning World’ video released every morning on our new ‘Good Morning World’ Instagram account and YouTube channel, as well as other existing Pure New Zealand channels. We launched to the local tourism industry with a visually stunning and emotionally moving film explaining 100% Pure Welcome, helping kickstart the second stage of our campaign — recruiting real, everyday Kiwis across the NZ to become the stars of our films. Every day for a year, our Good Morning World film series featured Kiwis showing off our unique culture and place. Like 2-year-old Sadie, blowing the world a kiss and wishing the world a good morning from her rural Northland beach house. Or Terau from Tokomaru Bay about to ride along the beach with his horse, and Ray from Te Anau featuring his prized pet, Penelope the Pig.

List the results (30% of vote)

GMW ran globally across TNZ’s key markets, generating great success worldwide across every key brand measure. Did Good Morning World grow love for New Zealand? Yes, it did. When GMW went live, after three years of stasis, appeal for New Zealand grew in all markets — especially among Aussies, climbing to 66% (+6pts), smashing a three-year target. Did Good Morning World grow the number of people considering a New Zealand holiday? Yes, it did. Tracking pre-lockdown showed consistent advances of consideration, increasing between +3pts to +9pts. And despite our border closure from March-onwards, we saw strong preservation of consideration well into the end of June, ensuring our objective was broadly achieved. Did Good Morning World deliver a commercial payback to New Zealand? Yes, it did. Despite the effects of COVID-19 on international tourism, Good Morning World delivered an ROI of $9:16 for every dollar spent.