RotoruaNZ’s call to couples: Robe up, relax and rejuvenate

In its first major campaign under the ‘Reset in Rotorua’ brand platform, RotoruaNZ has launched ‘Robe Trip’, encouraging couples feeling tired and stressed to reset in the relaxation capital of Aotearoa.

The campaign, developed by independent Trans-Tasman creative agency jnr., is designed to position Rotorua as a luxurious and rejuvenating getaway destination for couples, helping to drive domestic visitation numbers to the region.

It includes a hilarious welcome video, staring Rotorua Mayor Tania Tapsell, and her not-so-official security detail ‘Barry’, who encourage couples to get in the car and go on a ‘Robe Trip’ to Rotorua.

The campaign also spans across TV, outdoor, press, radio, digital, social, influencer, partnerships,
PR, and activation.

Relaxation and rejuvenation

Andrew Wilson, Chief Executive RotoruaNZ says, “Rotorua has long been known for its stunning
natural landscapes and rich cultural experiences, but this campaign showcases another side of our
region—one that is all about relaxation and rejuvenation.

“The ‘Robe Trip’ campaign invites couples to rediscover Rotorua as the ultimate destination to unwind, reconnect, and reset. We are committed to growing visitation and positioning Rotorua as a premium wellness getaway, and this campaign is an exciting step toward that goal.”

John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto, Junior Managing Director, Co-Founder, jnr. adds, “The partnership with RotoruaNZ is a long term one and we are incredibly excited about our first campaign under the ‘Reset in Rotorua’ brand platform.

“The ‘Robe Trip’ campaign positions Rotorua a premium and luxurious place to wine, dine and unwind. Let’s be honest, it’s hard to have a bad time in a fluffy white bathrobe whilst enjoying a plush long weekend with your partner.”

The campaign went live on February 17.

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