MTVs Guide to New Zealand
MTV and Tourism New Zealand have collaborated on a multi-platform campaign showcasing locations in New Zealand through the eyes of prominent Kiwi musicians.
The campaign is targeted at 16- to 24-year-old Australians. The brands have collaborated with the following artists: Scribe, Mint Chicks and Liam Finn (son of Crowded House/Split Enz singer-songwriter Neil Finn).
The brands claim the documentary-style interstitials will put New Zealand front of mind for the target demographic of young travelers by presenting a side of New Zealand uncovered by tour guides.
Tourism New Zealand and MTV Brand Solutions worked with the Australian wing of media agency Mindshare to ensure the executions complement the recent ‘Which NZ are you this time?’ campaign.
“Word of mouth is powerful recommendation for MTV’s audience when it comes to travel and, by working with artists such as Scribe, the Mint Chicks and Liam Finn, who all have credibility in Australia, we are able to creatively take this one step further. MTV’s Guide to New Zealand is about real stories from the lives of real artists and the place they call home. An intimate portrayal of musicians that also delivers against Tourism New Zealand’s marketing objectives,” said Colin Blake, director of MTV Brand Solutions Australia.