Tourism New Zealand and Augusto have called on influential Kiwi figures, Prime Minister Jacinda Ardern and comedian Rhys Darby for a new campaign to encourage the addition of New Zealand to all world maps.
The light-hearted video clocked over 1 million organic views in the first 24 hours and landed in major media outlets all over the world. In the video Darby investigates potential global conspiracies to keep New Zealand off world maps.
Tourism New Zealand Chief Executive Stephen England-Hall says having the support of the Prime Minister is a huge boost to the campaign work. He said, “As a world-class destination, it’s unfathomable that New Zealand is left off world maps. New Zealand is bigger than the United Kingdom. We’re over two-thirds the size of Japan and Germany. We have a lake the size of Singapore, a mountain range larger than the European Alps, and more coastline than California. The campaign is a light-hearted way to raise awareness of New Zealand as a destination off the back of international media about the country missing from maps.”
The campaign was born after Tourism New Zealand became aware of a growing collection of maps throughout the world that have one obvious omission – New Zealand. From maps in online photo libraries, to coffee shops, famous attractions and board games, New Zealand is often nowhere to be seen.
International media outlets including BBC, the Telegraph and Conde Nast Traveler got wind of the situation, and a Reddit ‘Maps Without NZ’ discussion board has a following of more than 40,000.
Tourism New Zealand enlisted the support of PM Jacinda Ardern and LA-based comedian Rhys Darby and then worked alongside creative agency, Augusto to create the story with comedic input from Darby.
Matt Sellars, Augusto Creative Director says, “We knew there was a great story within this odd predicament and working closely with the team at Tourism New Zealand we were able to create a campaign that got everyone talking about the missing nation that resembles a half-eaten lamb chop. We’re thrilled with the result so far, which really highlights the value of good storytelling.”
Tourism New Zealand is calling on Southeast Asians to share the video and #getNZonthemap. The video campaign is being pushed to key visitor markets such as the USA, UK and Australia.