MTV's guide to Kiwi land

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MTV and Tourism New Zealand are working together to create an on-air and online initiative aimed specifically at 16 to 24-year-old Australians.

Entitled ‘MTV’s Guide to New Zealand’, the campaign aims to capture New Zealand through the eyes of Kiwi-born music talent, including rapper Scribe, punk-rockers the Mint Chicks, and Liam Finn, son of Crowded House singer-songwriter, Neil Finn.

MTV’s Guide to New Zealand launched on MTV Australia and mtv.com.au on Saturday March 13, 2010 and will take the form of a series of documentary-style interstitials designed to put New Zealand ‘front of mind’ for young travellers.   

The campaign begins with Scribe unearthing a variety of his favourite locations, including music venues, beaches, restaurants, bars and festivals.  

The campaign travels the length and breadth of New Zealand from Piha and K’Road in Auckland, Wanaka, Central Christchurch to Queenstown.

‘MTV’s Guide to New Zealand’ sees Scribe taking MTV to his favourite restaurant in Christchurch before paua diving up the coast in Kaikoura and cooking for the crew.

The Mint Chicks, who are currently on tour, arrive back to their home country and go straight into a performance at New Zealand’s Rippon Festival in Wanaka, followed by a road trip around the South Island.

Liam Finn takes MTV to his father's studio, Roundhead Studio, along with his favourite Auckland eateries.   

Tourism New Zealand has worked with its Australian media buying agency Mindshare and MTV Brand Solutions to create a campaign that communicates with MTV’s audience.

MTV’s 'Guide To New Zealand' has been designed to complement Tourism New Zealand’s ‘Which NZ are you this time?’ campaign which is currently running in Australia.

Tourism New Zealand regional manager Australia, Barry Eddington, said the campaign’s primary aim was to encourage first time travel to New Zealand, where youth were a key segment.

“The MTV campaign enables us to speak directly to youth audiences for the first time, in an environment they trust. The association of dynamic Kiwi artists enables us to highlight the diversity of New Zealand’s music, culture, food and art offerings, which will inspire Australian youth to experience New Zealand for themselves.”  

“Word of mouth is a powerful recommendation for MTV’s audience when it comes to travel and by working with artists such as Scribe, the Mint Chicks and Liam Finn, who all have credibility in Australia, we are able to creatively take this one step further," added Colin Blake, director of Brand Solutions, MTV Networks Australia.  

Credits:
Director, MTV Brand Solutions – Colin Blake
Creative Director, MTV Brand Solutions – Vanessa Zuppicich
Senior Creative, Manager, MTV Brand Solutions – Kate Davitt
Creative, MTV Brand Solutions– Anna Snowman
Talent & Artist Relations, MTV – Simone Stopford
Director, MTV’s Guide to New Zealand – Miki Magasiva, Curious Film
Executive Producer, MTV’s Guide to New Zealand – Peter Grasse, Curious Film

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