March 29, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

K Rd pokes fun at cliché tourism tropes

AUCKLAND, Tueday: Indie shop Motion Sickness has created a new campaign, Be Our Guest, for the Karangahape Road Business Association, taking a poke at the tourism industry’s tired clichés.

Motion Sickness CD Sam Stuchbury said: “This campaign takes the tourism industry head on, juxtaposing shamelessly corny tourism industry headlines with a series of gritty, no frills Karangahape Road portraits. 

“With Karangahape Road holding its official reopening ceremony last month, Be Our Guest provided a perfect opportunity to go all in on an unapologetic celebration of the precinct’s iconic people, places and energy.

There’s a lot of tourism marketing out there right now, some really good and some, well, a little bit corny.


“It feels like a winner and should shine a bit of attention on what makes K Road beautifully unique.”


“We knew to be authentically Karangahape Road we needed a creative angle that had a bit of grit, to it to ensure it stood out from other precinct brands. We landed on pairing the usually common tourism one-liners with gritty images of quintessentially Karangahape Road moments.

“It feels like a winner and should shine a bit of attention on what makes K Road beautifully unique.”

KBA ceo Michael Richardson said: “The KBA and our business community are thrilled Karangahape Road has such a strong and unique identity, and our businesses represent the most diverse and compelling offerings.

“There is something amazing and exciting here for everyone. You’ll find the owner working in every business, which is why you feel so welcome.”

like a winner and should shine a bit of attention on what makes K Road beautifully unique.”

Be Our Guest runs until August across street posters, Auckland Domestic Airport, social channels and online video and display.


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