Winter visitors to the South Island often don’t think beyond Queenstown, choosing the more popular tours of Cardona and The Remarkables and not considering the options Wanaka has to offer. We needed to get them to reconsider their plans and put Wanaka on their must-do list.

With a stunning location filled with hidden gems, we chose to take the audience off the beaten track with some Wanaka locals to show them the parts they don’t see in regular tourism ads.

We engaged three locals, all with a different take on what makes Wanaka special. Instead of a regular Q&A interview, we wanted viewers to feel like they were going on a personal guided tour with our locals, so we let them take the lead and captured the integrity of their stories and favourite bits of Wanaka.

Our in-house team, created hand-drawn, bespoke typography that was layered into the film and animated to become part of the story, bringing the insider travel tips to life.

Results

3.3

million

impressions resulted in almost 12,000 clicks

191,000

video views - up 8%

Over 50

%

increase in unique visitors

With half the budget of the previous year, this year’s numbers exceeded expectations. The content was rich with storytelling, engaging viewers in what Wanaka has to offer. This was supported by smart media, with the best performing creative optimised to drive results.

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