Brand Strategy, Film, Graphic Design, Digital, Advertising, Collateral
Before partnering with RUN, Niue Tourism had no clear marketing or brand strategy and was being reactive rather than proactive with its marketing. Their brand voice and identity also needed an overhaul. We developed a campaign to align with a new brand strategy - an accumulation of 12 months of research and work between RUN and Niue Tourism, distilled down into the simple truth – ‘Nowhere like us’. This now forms the central thought to how we market the destination, featuring in all promotions on an ongoing basis. This Niue brand campaign, based around three 60 second brand films, was their first major brand campaign since the early 1990’s. The campaign gives viewers just a glimpse - rather than showing everything the country has to offer – by simply telling real people’s stories. They feature visitors to the island - real people not actors - who allowed us to let their stories be our inspiration. The initial campaign ran for six weeks across digital platforms and print media, and included the brand films as well as short form content and VR. The new strategy and campaign was presented at the UN World Tourism Organisation in Japan, to great praise and accolades, for its refreshing strategy and on point creative execution. In the 6 weeks the campaign ran, website visits increased by a massive 29.8%. Since partnering with Niue Tourism we’ve also significantly increased visitor arrivals and customer yield, with the number of flights to the island having doubled to meet demand. RUN were finalists in the TVNZ NZ Marketing Awards for our work with Niue Tourism.