Bold Waikato campaign takes aim at Auckland

AUCKLAND, Today: A new campaign developed by KingSt Advertising for The Mighty Waikato (Hamilton and Waikato Tourism) tells Auckland empty nesters to Get Lost.

With dead-pan humour, a busy young couple appear worried for the whereabouts of their parents, who are not currently contactable. The ad series then reveals a vibrant couple absconding from all responsibility during the ‘empty-nester’ phase of life and getting lost in the beauty and wonder of all the Mighty Waikato has to offer.

The campaign promotes the value of a region that is not well known for any one particular tourist feature as a place to escape the city and take time to ‘get lost in the moment’. It sells the wonder with some hero shots, including a storybook sunset on Waikato’s west coast.

“This campaign is about reigniting people’s passion for domestic travel and reminding Kiwis of the incredible experiences they can lose themselves in right here in the mighty Waikato,” said Nicola Greenwell, GM of Hamilton & Waikato Tourism.

“The ‘Get Lost’ campaign aims to capitalise on this insight and encourages empty nesters to embrace the freedom of this new phase and discover the magic of a region that often flies under the radar.”

James Cleary, Head of Creative at KingSt Advertising, said the campaign concept was born out of his team’s insight that “as your children leave home and start having children of their own, new possibilities for adventure and exploration open up”.

“The Get Lost campaign aims to capitalise on this insight and encourages empty nesters to embrace the freedom of this new phase and discover the magic of a region that often flies under the radar.”

The campaign launched Monday 17th March across various digital and video on demand platforms and is already tracking click-through rates every digital planner would be thrilled with.

Cleary said it was aimed at Aucklanders due to their proximity to nearby Waikato, but he hoped the humorous Get Lost concept would appeal to anybody who wanted to lose themselves in a region and experiences that were anything but routine.

So come on Aucklanders, Get Lost!

• waikatonz.com/getlost
• Watch the tvc here

Client: Hamilton Waikato Tourism, Tash Pearce
Script: Chris Williams
Creative Direction:  James Cleary
Client Service: Robyn Henwood

Production Agency: Pulling rabbits out of hats
Director: Simon Shattky
DOP: Jamie Wright
Design: Josh Uerata

Media: Kwan Ng