National campaign promotes, celebrates Tairāwhiti as a place to visit

Wainui Beach at dawn features in a video which is part of a tourism marketing campaign for the region. “Our place is so special, the sun wants to be the first to see it,” the narrator says.

The East Coast lifestyle, people and attractions are being celebrated in a new marketing campaign for Tairāwhiti Gisborne, enticing manuhiri to visit the region and “Come see why”.

The campaign is based on the premise that words can’t convey how incredible the Tairāwhiti region is; it needs to be experienced first-hand.

Commissioned by regional tourism organisation Trust Tairāwhiti, “Come see why” is a call to visitors to make the trip and feel the connection and authentic experience of Te Tairāwhiti.

It showcases the famous pāua pie from Cafe 35 at Tokomaru Bay, the interactive stingray experience at Dive Tatapouri and the East Coast wave locals are known for.

The campaign imagery will feature on digital billboards around New Zealand, targeting the fly and drive markets, complemented with an extensive social media campaign, targeted digital media on Google, and adverts on TVNZ and TV3 on demand.

Features on Stuff, Air New Zealand’s Kia Ora in-flight magazine and other media families are also planned for the coming months.

Auckland-based agency Run was engaged to lead the creative on the campaign.

“This is our first significant marketing campaign since Cyclone Gabrielle and we’re excited to showcase the beautiful Tairāwhiti around the country and hopefully entice people to make the journey to our place,” Trust Tairāwhiti marketing and trade manager Kim McVicker said.

“The roads to Gisborne and State Highway 35 are open and our local operators  can’t wait to host visitors again this summer.”

• The campaign video can be viewed online at youtube.com/watch?v=nO4_u5rODPs