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!
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.
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