Tourism New Zealand wanted to get the attention of global travellers by showcasing the picturesque locations our country has on offer. We knew that New Zealand was heavily featured in HBO Max’s hit pirate show, Our Flag Means Death, so we turned to the star of the show, Taika Waititi, for assistance. The self-aware kiwi sense-humour is another global selling point. Naturally, we parodied ourselves (and the brief) by setting up the narrative that unfortunately, Taika was too busy filming the show to help out. Thankfully, some Kiwi ingenuity saved the day with Taika’s pirate body double standing in to create a meta style tourism film, with the ‘making of’ becoming the actual tourism film. After teasing this on social media with a movie poster and film trailer, the campaign launched with Season 2 of the show on HBO, and digital and social channels.
Picked up by global media outlets and newsrooms resulting in 10.8m of earned media across 300+ articles and 1.3b of earned reach. The film was viewed organically 9.4 million times on YouTube and sentiment was 95% positive. This won a handful of awards and pats on the back, including a Clio.
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