In a global gesture of welcome, New Zealanders are opening their hearts and home towns to the world, with locals from across the entire country sharing a ‘Good Morning World’ welcome message from their very own sunrise, every day for the next year.
Taking advantage of the fact they’re the first in the world to see the sun, more than 300 Kiwis will be taking part, embracing New Zealand’s morning landscape and sharing the things and places they love most with the world.
The content series is part of Tourism New Zealand’s new brand marketing campaign’– ‘100% Pure Welcome – 100% Pure New Zealand’ – launched yesterday.
Showcasing what makes New Zealand unique as a holiday destination, the series traverses the top of the North Island, to the bottom of the South Island, and is set in some of the most beautiful spots in the country.
Tourism New Zealand CEO Stephen England-Hall said: “This new approach to our storytelling brings to life the unique nature of New Zealand.
“We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect.
“Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”
The series launches with a feature film starring eight-year-old Parearau and one of her elders Hinetu, standing together as they witness the beauty of the world’s first sunrise atop their sacred Maunga [mountain] Hikurangi in Gisborne. The mountain is one of the first places in the world to see the sunrise.
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Among the first welcome messages to be shared with the world are an adventure-seeking Southlander waking up with a canyon swing, a wannabe hobbit, a shoulder-nibbling horse, a group of teenagers in Northland giving lessons for an early morning jetty jump and a very enthusiastic parasailer.
The first ‘Good Morning World’ welcome message was shared yesterday morning.
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Australia will be the first market to drive the global campaign launch across television, cinema, out of home media, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
The campaign will also roll out across all of Tourism New Zealand’s key markets.
