Destination Queenstown partners with The Beards for new campaign

Destination Queenstown’s latest series of “Our People, Our Home” created in partnership with Wanaka-based creative studio The Beards, dives into the world of Queenstown locals who share their experience of Queenstown, what it means to them and the people they encounter. 

Destination Queenstown Brand and Marketing Manager, Ruby Soole, says: “Queenstown is a special place with a strong community of locals who take great pride in the region. By introducing visitors to the values of our community, we hope to create a sense of welcome, belonging and care for our environment.”

In a four part series of short documentary films, viewers are given a glimpse into the lives of Queenstown’s people. This includes Frank, a long time local, who shares and connects with visitors as a tour guide; Matias, a Salsa instructor from Uruguay, whose culture is celebrated through dance in Queenstown; and Francie, a local Art Gallery manager and Waka Ama enthusiast. 

Tim Pierce, Director of the campaign and Co-Founder of The Beards says: “Having the creative freedom to film documentary style and to really connect with the people of Queenstown has been hugely rewarding. It has also been a beautiful reminder to ourselves why we are proud to call this place home.”

The digital campaign will be live across New Zealand and Australia, as well as in Queenstown cinemas ensuring locals can see their own community on the big screen. 

“By taking a values-led approach to our marketing activity, Destination Queenstown is focused on attracting high contributing visitors who seek a deeper connection with our people and place, stay longer and venture further across the region,” Soole says.

Credits:

Client: Destination Queenstown

• Sarah O’Donnell, Marketing and Communications Director
• Ruby Soole, Brand and Marketing Manager
• Daniella Jones, Brand and Marketing Executive

Production: The Beards

• Director: Tim Pierce
• Executive Producer: Toby Crawford
• Producer: Siobhain Hooper
• DOP: Hamish Pattison, Tim Pierce, Roy Schott
• 1st AC + Grip: James Buchan
• Editor: Mariano Segedin
• Audio Design: Amy Barber

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