GOOD MORNING WORLD

Silver Spike

Case Film

Presentation Image

TitleGOOD MORNING WORLD
BrandTOURISM NEW ZEALAND
Product / ServiceNEW ZEALAND TOURISM
CategoryB04. Content Creation & Production
EntrantSPECIAL GROUP Auckland, NEW ZEALAND
Idea Creation SPECIAL GROUP Auckland, NEW ZEALAND
Idea Creation 2 SPECIAL GROUP Sydney, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
Production SWEETSHOP Auckland, NEW ZEALAND
Production 2 NIMBLE Auckland, NEW ZEALAND
Post Production BIG TREE STUDIOS Auckland, NEW ZEALAND
Additional Company BIG TREE STUDIOS Auckland, NEW ZEALAND

Credits

Name Company Position
Stephen England-Hall Tourism New Zealand Chief Executive Officer
Brodie Reid Tourism New Zealand Director Marketing
René de Monchy Tourism New Zealand Director of Commercial
Lauren Vosper Tourism New Zealand Global Manager, Public Relations and Major Events
Jill Chestnut Tourism New Zealand Global Brand and Content Manager
Jamie Reid Tourism New Zealand Senior Brand and Content Specialist
Ella Frater Tourism New Zealand Brand and Content Manager
Danelle Murphy Tourism New Zealand Brand and Content Coordinator
Tansy Tompkins Tourism New Zealand Global Manager Trade Marketing
Anna Basten Tourism New Zealand Campaign and Conversion Specialist
Chloe Hedley Tourism New Zealand Digital Campaign & Content Manager
Namrta Malik Tourism New Zealand Product Owner - Consumer & Corporate
Shweta Yadav Tourism New Zealand Digital Content Specialist
Tony Bradbourne Special Group New Zealand CEO/CCO
Rory Gallery Special Group New Zealand Head of Strategy
Michael Redwood Special Group New Zealand Managing Partner
Storm Day Special Group New Zealand Head of Client Service
Stu Mallarkey Special Group New Zealand Executive Creative Director
Daisy Conroy-Botica Special Group New Zealand Social & Brand Strategist
Sandra Daniel Special Group New Zealand Group Business Director
Pip Shepherd Special Group New Zealand Group Business Director
Amelia Daly Special Group New Zealand Senior Business Director
Bonnie Shum Special Group New Zealand Account Director
Tess Cranfield Special Group New Zealand Account Management
Rachael Williams Special Group New Zealand Account Management
Isabeau Brimeau Special Group New Zealand Business Manager
Callum Orr Special Group New Zealand Strategist
Katie Mortensen Special Group New Zealand Head of Film Production
Heath Lowe Special Group New Zealand Executive Design Director
Tom Martin Special Group Australia Executive Creative Director
Julian Schreiber Special Group Australia Executive Creative Director
Jack Nunn Special Group Australia Creative Director
Nils Eberhardt Special Group Australia Creative Director
Cade Heyde Special Group Australia Managing Director
Lindsey Evans Special Group Australia CEO
Celia Garforth Special Group Australia Strategy Director
Michelle Braslin Special Group Australia Account Management
Sinead Kelly Special Group Australia Account Management
Nick Lilley Special Group Australia Producer
Sharon Gray Special Group Australia Digital Production
Jesse McCallum Special Group Australia Digital Production
Dylan Pharazyn Sweetshop Director
Charlotte Evans Sweetshop Director
Mark Burrows Sweetshop Director
Zoe McIntosh Sweetshop Director
Fiona King Sweetshop Managing Director
Ben Dailey Sweetshop Executive Producer
Andy Mauger Sweetshop Producer
Ben Chesters Sweetshop Editor
Alex O'Shaughnessy Sweetshop Editor
Nathan Pickles Sweetshop Editor
David McLaren Sweetshop Colourist
James Corden Sweetshop Online
Tony Bradbourne Nimble Director
Katie Mortensen Nimble Producer

Why is this work relevant for PR?

Tourism New Zealand’s share of voice is just 0.3% of global tourism advertising spend. To be noticed in a cluttered world of competing tourism ‘noise’ our advertising must always generate massive PR amplification. It’s a mandatory starting point on every brief. ‘Good Morning World’ was an audacious idea designed to generate media interest – ‘They did what? Every day for a year?’ Every component was designed to maximise sharing, liking and spreading via social channels and word of mouth, in the end amassing 51million impressions across social channels and generating $7.3M in earned media.

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 (20% of vote)

Our big idea was to create an ambitious global gesture of welcome. So, we gave Kiwis the official role of greeting the entire world each new day with a ‘Good Morning.’ Given the ridiculous lengths Kiwis go to to welcome visitors, it wouldn’t be good enough to just say Good Morning World a few times a year in campaign bursts. Critical to 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 PR strategy (30% of vote)

Good Morning World is the story of how Tourism New Zealand used a big welcoming gesture to create fame for New Zealand. New Zealanders are a warm, welcoming bunch. They’ll go to ridiculous lengths to make you feel welcome. We wanted the world to feel the embrace of New Zealand’s welcome. So, as the first country to see the sunrise every day, we gave New Zealanders the official role of greeting the world each new day with a ‘Good Morning’ to the entire world. The content series starred 365 real Kiwis sharing the things and places they love, in completely unscripted, personal messages that were posted daily on the @GoodmorningWorldNZ Instagram channel. Celebrities such as Sam Neill and Russell Crowe retweeted the campaign to their followers, and Sam even filmed his own for us to use as part of the series. The campaign generated $7.3M in earned advertising value.

Describe the PR execution (20% of vote)

As part of the Good Morning World series we engaged real Kiwi’s along with celebrities and influencers who jumped on topical days in our annual calendar. On Chinese New Year we celebrated the year of the pig and during the Rugby World Cup tournament a famous All Black starred in a Good Morning World. Celebrities such as Sam Neill and Russell Crowe retweeted the campaign to their followers, and Sam even filmed his own for us to use as part of the series. In our key markets we invited hosts of local Breakfast Shows such as Sunrise of 7News in Australia down to NZ to join the local Kiwis in the Good Morning World spots. Each day live media channels pushed out that day’s good morning message. The campaign generated $7.3M in earned advertising value.

List the results (30% of vote)

Good Morning World was charged to: - Create fame for New Zealand - That grows love for New Zealand - That grows the number of people considering a New Zealand holiday - To deliver a commercial payback to New Zealand On all measures, Good Morning World surpassed all expectations to become Tourism New Zealand’s most successful campaign ever. So… Did GMW create fame for New Zealand? Yes, it did. We don’t measure fame in each key market, but we do measure Australia. GMW drove a 26% uplift in ad recall — much higher than for previous campaigns (7% and 14% respectively). Meanwhile, celebrities Sam Neill and Russell Crowe retweeted the campaign to their followers, and Sam even went as far as filming his own for us to use of his own will. With this organic momentum, we amassed 51M earned worldwide impressions and generated $7.3M in Earned Advertising Value. Did GMW 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 GMW 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. Did GMW 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.

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