Working with the agency OMD in Christchurch, the aim of the campaign was to make Hurunui a holiday destination and not a drive through town for the local Cantabrians, as they often drive from Christchurch through to Kaikoura.
Our task was to showcase what makes the Hurunui region different. It appeals to adrenaline junkies with the bungee, skydive and jet boating, but so does Queenstown. It has beautiful wine and food to offer, but so does the Hawkes Bay, Marlborough and Otago.
Our focus was on the people and the landscape! In December we arranged a famil to the region with Nicky Pellegrino, a best-selling author and experienced journalist and also photographer Jamie Wright - an expert when it comes to capturing beautiful footage of locations and one of very few people in NZ who currently has a license to use drones.
For Scout, we made sure we captured lots of lively shots of smiling faces, to really get a feel for the people of the area. After all, it's the people who really make or break a trip. This tied in nicely with Hurunui's focus on the friendliness of the people in the area.
We found the publication on point for what we were wanting to achieve. The demographic and content was a perfect partnership for where we were heading with our greater marketing campaign. It was a beautiful read and the composition highlighted our beautiful region wonderfully.
We thank you so much for all your efforts. We love and 100% support what you do!
The editorially customised 10-page feature in Scout Magazine. This was then repurposed and placed on scoutmagazine.co.nz https://scoutmagazine.co.nz/trips/exploring-hurunui-glamping-wineries-horse-riding accompanied with a bespoke video shot by our photographer Jamie, to help increase reader experience of the region. This was also pushed out through Scout social platforms, Facebook & Instagram, and inclusions in the Scout EDMS.