Running until October 28, The Auckland Society of Discovery campaign blends character-led storytelling with high-performing short-form video formats on TikTok and Instagram to inspire Australians to consider the Kiwi city for their next short break.
The campaign borrows from the distinctive visual style and whimsical storytelling of filmmaker Wes Anderson.
It has been put together by Tātaki Auckland Unlimited, the region’s cultural, events and destination agency, and supported by the travel industry through the Destination Partnership Programme,
The campaign comprises six episodes alongside 12 still images, showcasing everything from Auckland’s famous Sky Tower and waterfront precincts to galleries, boutique hotels and scenic Waiheke Island wine tours.
“The Australian market is hugely important to Auckland, but with a highly competitive market we knew we needed to do something different to cut through,” says Karen Thompson-Smith, Head of Tourism at Tātaki Auckland Unlimited.
“With The Auckland Society of Discovery, we’ve been able to bring together Auckland’s leading hotels, attractions and operators as the scene setters of this story.
“Their involvement ensures the initiative not only captures attention in Australia but also delivers value back to our partners.”
Central to the campaign is a competition encouraging Australians to enter online for a chance to win a curated short break to Auckland.
The prize includes flights, accommodation and a selection of experiences designed to showcase the best of the city.
“Auckland is the kind of place where a short break can feel like stepping into your own film,” says Karen Thompson-Smith.
“Through the lens of our characters, Matilda and Theodore, we see romance and chance encounters unfold against colourful neighbourhoods, island escapes and a sparkling harbour skyline.”
The Auckland Society of Discovery
