Our Wairua, Our Stories

Rotorua Economic Development

Have you ever seen the Wairua or āhua of a person? In this mahi we went about creating technology to visually articulate this concept.

Rotorua Economic Development needed a campaign to boost the confidence and morale of the people living in the region. It needed a unique, creative execution to convey a strong destination story for the benefit of the people who live, study, invest and work in Rotorua, as well as those wanting to visit.

Knowing that other Regional Tourism Organisations would have marketing campaigns focusing on the scenery and array of experiences, we needed to do something different – to cut through the noise.

We knew that Rotorua’s unique qualities come from within – from the stories of the people. So we put people in the centre of our campaign, sharing their stories with the people of Aotearoa in an authentic and engaging way.

Using sound responsive software technology developed with Assembly, specifically for this campaign, we visualised the words of Rotorua locals, in real time. This technology created unique visuals of each person’s voice – showing their true wairua (spirit).

The campaign reached over 4 million media impressions, hugely exceeding all targets set.

Channels

Campaign Strategy
Film
Activation
Graphic Design
Social
Digital
OOH
Bus Backs
Print
Press