the great escape - new zealand tourism campaign case study

ideas & deliverables

For this project, I created a brand rollout/campaign for New Zealand Tourism. Basing my work on a persona, I focused my campaign on adventure and the outdoors. The persona was looking to get away from the concrete jungle, and so I focused heavily on our scenery and all the outdoor activities New Zealand has to offer. It showcases New Zealand as the great escape that these people desperately need, a haven to run away and discover new places and make new memories. I wanted to create a sense of relaxation, so I used large, bold imagery, with lots of clear space, and allowed all the elements to breathe. Deliverables were a complete brand identity, promotional posters, promotional brochures, a magazine editorial, a website that prospective visitors could educate themselves about the beauty of NZ, and a souvenir with packaging.