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Rotorua Launches TV Campaign Showcasing City’s Secrets

Rotorua Launches TV Campaign Showcasing City’s Secrets

Rotorua, 30 September 2013 - Rotorua’s new television commercial campaign goes to air tonight, challenging people’s perception of the city and encouraging Kiwis to rediscover the region’s hidden gems.

Destination Rotorua Marketing (DRM) general manager Oscar Nathan says the commercials are a refreshing and honest depiction of the region and captures the true essence of the city’s secrets.

“We’re on a journey to re-engage with our domestic audience and attract Aucklanders in particular, to rediscover and reconnect with Rotorua,” says Nathan.

Research revealed domestic visitors to Rotorua were drawn by nature-based activities (such as the picturesque lakes, forests, mountain bike trails and geothermal hot pools) just as much as traditional tourism attractions.

“Rotorua is the real New Zealand – beautiful, unpretentious and authentic, and our research showed that this is what matters to Kiwis. It is also a place where you can choose the sort of holiday you want, whether it is action packed, relaxing, or somewhere to create unique memories,” says Nathan.

New Zealand’s unofficial anthem Pokarekare Ana gets a make-over in the new commercial courtesy of former Supergroove frontman turned composer, Karl Steven.

Throughout the commercial, the audience is guided by 14 year-old Te Rina West, through a raft of Rotorua’s hidden gems. The commercial also acknowledges the city’s historical connection to traditional Maori culture and how this has evolved into the modern era.

Te Rina was selected from 300 other locals who auditioned for the role and has a strong family history of tourism – her mother and siblings work at Te Puia in Rotorua – making her the perfect choice to help Kiwis explore her hometown.

“Te Rina is a true star – she absolutely exudes the spirit of manaakitanga (hospitality). She’s a natural at educating Kiwis about Rotorua’s proud legacy, while also revealing many fresh and unexpected experiences our region has to offer,” says Nathan.

The commercials are part of the Famously Rotorua three-year campaign aimed at showcasing the diversity Rotorua has to offer the domestic market. The integrated campaign includes social, public relations, digital, billboards and a new-look website

DRM partnered with advertising agency mediaR and production company The Neighbourhood to create the commercials.


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