After winning the Niue Tourism account in 2015, RUN has created Niue Tourism’s first ever major brand campaign, Real Niue.
The campaign has been developed to align with a new brand strategy, an accumulation of 18 months of research and strategy between RUN and Niue Tourism, distilled down into the simple truth – ‘Nowhere like us’.
The campaign aims to give viewers just a glimpse – rather than showing everything the country has to offer – by simply telling real people’s stories.
The films feature visitors to the island – real people not actors – who were happy to be filmed and allowed the agency to let their stories be their inspiration.
Launch events were held in Auckland and on-island in Niue. The initial campaign ran across digital platforms and print media, which includes the brand films as well as short form content and VR (to be used at trade shows and expos), with further content released over two years including outdoor advertising.
Niue is different from other Pacific Islands and attracts a different kind of traveller. It’s a genuine experience with real nature and real people; its lack of touristy add-ons is what makes it stand out. This authenticity is something we wanted to capture with the campaign and overarching brand strategy.
Niue Tourism CEO Felicity Bollen, presented the new strategy and campaign to the UN World Tourism Organisation in Japan, where it received great praise and accolades, for its refreshing strategy, on point creative execution.