After winning a competitive pitch last year, Augusto has crafted a new brand campaign to help reposition Te Puia, one of New Zealand’s iconic geothermal attractions and cultural experiences, as a culturally rich, must-do local activity for domestic tourists.
“Te Puia came to us with a unique challenge and one they had never faced before. Before Covid, this beautiful place was teeming with visitors”, says Augusto Commercial Director, Amy Dufty. “With the borders remaining closed, the challenge was to entice domestic manuhiri who are looking for new places and experiences to see and do within New Zealand to put Te Puia on their travel agenda.”
As well as the world-famous Pōhutu geyser and mud pools, the campaign aims to showcase Te Puia as a rich cultural centre, where New Zealanders can visit to strengthen their connection to Te Ao Māori, and ultimately feel good about being a New Zealander.
Te Puia’s General Manager Sales and Marketing, Sean Marsh says: “We went through a competitive pitch to find a partner that we felt understood who we are. With Augusto, we felt that immediately and the journey to get the campaign live has been an incredible process. They have created a campaign that shows all New Zealanders what it’s like to experience Te Puia. Not only is it an opportunity to connect more meaningfully with Te Ao Māori, but what you learn here stays with you long after you leave. It’s an experience that changes your perspective of the world around us and helps you see the world differently.”
Adam Thompson, ECD at Augusto adds: “This was one of those campaigns that was an absolute pleasure to work on from start to finish. We had a clear problem to help solve and a compelling product story to tell people about. Our aim was to craft this into a campaign that was able to capture the beauty and wonder of Te Puia.”
This integrated campaign launches nationwide across digital, social, print and OOH.
“Through the uncertainty of border closures, lockdowns and traffic lights we are still open and welcoming Kiwis to share some kai and connect with us,” Te Puia’s Sean Marsh concludes.