A Place That Changes You
Before Covid, Te Puia’s marketing focus was almost wholly directed to international tourism.
Many Kiwis hadn’t heard of Te Puia and they saw ‘cultural experiences’ as being ‘for tourists’ and lacking relevance to their day-to-day lives. As New Zealand’s borders, closed we needed to attract domestic manuhiri (visitors).
We developed the “A place that changes you” brand platform to celebrate how strengthening your connection to te ao Māori transforms your perspective of the world and stays with you long after you leave.
After a 250% increase in domestic visitors, Te Puia’s General Manager, Sean Marsh said: “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”
