'Famously Rotorua' campaign launches to lure Aucklanders past the Bombays



Rotorua has this week launched a significant domestic marketing campaign focussed on enticing Aucklanders south of the Bombays to enjoy the region’s world-famous attractions.
Famously Rotorua is a three-year campaign aimed at showcasing the diversity Rotorua has to offer the domestic market. Targeted initially at Auckland urbanites, it aims to appeal to people who like escaping the big smoke to indulge in nature, unique and indigenous cuisine, adventure and quality family experiences.
Oscar Nathan, general manager at Destination Rotorua Marketing, says the campaign, which includes the tagline “You should see us now”, is about re-engaging Kiwis with the city in a way that celebrates Rotorua’s famous legacy, promoting fresh and unexpected experiences, accommodation and events.
The campaign kicks off today with a number of billboards across flagship locations in Auckland, which highlight five key tourism attractions including Te Puia, Hells Gate, Polynesian Spa, Agrodome and Skyline.
The billboards feature a series of stunning images that capture experiences in ways people might not have realised were on offer, including taglines such as Your Soul Will Thank You and Fibre of the Gods. Here Now. Additional billboards promoting the other aspects of the destination will be revealed in coming months.
In addition to billboards, the campaign will include public relations, online digital advertising, website and social media supported by a series of television commercials to follow. In addition Destination Rotorua Marketing has just launched, via New Zealand Herald Auckland subscribers, a quarterly magazine called ‘Famously Rotorua’ which further highlights local secrets including restaurants, hotels and mountain biking.
Nathan says much has changed in Rotorua in recent years and the first phase of the Famously Rotorua campaign was a brilliant way to start a three-year conversation aimed at attracting and re-attracting New Zealanders into the city.
“During the campaign we will also invite New Zealanders to not only visit, but consider what a fantastic place Rotorua is to live, work and invest,” says Nathan.
Page reviewed: 01 Oct 2012 12:00am