Rotorua has long been known for its stunning natural landscapes and rich cultural experiences. However, domestic and international visitation numbers have fallen since the since COVID-19 pandemic, while negative perceptions of the region have risen.

The challenge was to overcome these negative perceptions – largely driven by the press – by repositioning the region as the perfect place for couples to have a rejuvenating romantic experience.

To do that, we utilised the universal symbol for luxurious relaxation: a plush robe. The ‘Robe Trip’ campaign was the first under the ‘Reset in Rotorua’ brand platform, encouraging couples who are feeling tired and stressed to robe up and reset in the relaxation capital of Aotearoa.

The fully integrated campaign ran across TV, outdoor, press, radio, digital, social, influencer, partnerships, PR, and activation.

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