Golin and The Brooklyn Brothers win major national tourism body account

IPG sister agencies Golin and The Brooklyn Brothers have won a competitive pitch to increase Tourism New Zealand’s earned media reach in the UK and Europe.

The Tongariro Alpine Crossing: a popular hike for tourists in New Zealand
The Tongariro Alpine Crossing: a popular hike for tourists in New Zealand

Golin is to handle Tourism NZ's PR and content activities, including day-to-day consumer and trade press office, partnerships and influencer engagement. The Brooklyn Brothers will support with creative and strategy based on the existing global "100% New Zealand" brand slogan.

Golin will immediately begin managing press office operations in the UK and Germany while the New Zealand border remains closed, with activity increasing when pandemic restrictions are relaxed.

The integrated brief will involve both agencies working together to "inspire more travellers to choose New Zealand, celebrating the country’s incredible culture, people and places", Golin stated. 

Pip Casey, regional manager, UK and Europe, at Tourism New Zealand, said: “At a time when many are unable to travel, we know our audience is keen for us to connect with them in fresh new ways. Golin and The Brooklyn Brothers brought us creative, innovative thinking and exciting ideas that share the courageous and progressive values of New Zealand and our team.”

Ondine Whittington, group managing director of Golin and Virgo Health, said: “COVID-19 has caused major disruption to global tourism, but while consumers might be grounded they are still keen to learn about special destinations and dream of their next trip. We are so excited to be the agency driving conversation around New Zealand’s incredible people, place, and purpose, and look forward to bringing their stories to life in creative and relevant ways.

"Our activity will keep New Zealand alive in the hearts and minds of consumers while the borders are closed, then, when they open, we will be primed and ready to ensure New Zealand is at the very top of people’s travel bucket lists.”

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