Now here’s a creative way to advertise tourism..

New Zealand is tired of being left out from the world map

Where in the world is New Zealand? Sure a couple of things come in mind, Lord of the Rings, kiwis, and their adorable looking, huggable sheep
However, the country seems to be swallowed in world maps. There’s even a forum on Reddit named ‘MapswithoutNZ’ which has a steady 40,000 followers that share their exasperation of the number of world maps which have left New Zealand out!
New Zealand not on the world map
Tourism New Zealand worked alongside creative agency, Augusto for a new campaign to encourage the addition of New Zealand to all world maps.
Enlisting the support of New Zealand’s Prime Minister Jacinda Ardern and LA-based comedian and Jumanji star Rhys Darby in an extremely comical ad highlighting the hashtag #getNZonthemap.

In the ad, Darby notices the absence of New Zealand in maps throughout the world and attempts to get to the bottom of the mystery. The light-hearted video clocked over 1 million organic views in the first 24 hours and landed in major media outlets all over the world.
Tourism New Zealand Chief Executive Stephen England-Hall stated having the support of the Prime Minister is a huge boost to the campaign work.
“As a world-class destination, it’s unfathomable that New Zealand is left off world maps. New Zealand is bigger than the United Kingdom. We’re over two-thirds the size of Japan and Germany. We have a lake the size of Singapore, a mountain range larger than the European Alps, and more coastline than California,” said Stephen.
“The campaign is a light-hearted way to raise awareness of New Zealand as a destination off the back of international media about the country missing from maps,” added Stephen
The campaign was born after Tourism New Zealand became aware of a growing collection of maps throughout the world that have one obvious omission – New Zealand. From maps in online photo libraries to coffee shops, famous attractions and board games, New Zealand is often nowhere to be seen.
“We knew there was a great story within this odd predicament and working closely with the team at Tourism New Zealand we were able to create a campaign that got everyone talking about the missing nation that resembles a half-eaten lamb chop. We’re thrilled with the result so far, which really highlights the value of good storytelling,” said Matt Sellars, Augusto Creative Director.
New Zealand not on world map

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

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11th – 12th July 2024 (Malaysia)


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