Impact Publications : MiceBTN_59
Page 14 • MICEBTN - M AY 2015 nEW zEALAnD James Cook Mix and match for your perfect event in the perfect location 147 The Terrace · Wellington New Zealand +64 (4) 499 9503 firstname.lastname@example.org .nz www.grandchancellorhotels.com Located in the heart of Wellington CBD Closest 4.5 star hotel to Wellington’s largest convention centre; Shed 6 8 versatile meeting and function rooms Can cater for up to 240 delegates 100% Pure nz: Every day a different journey WHEN you have an international market- ing campaign enjoying massive global recognition you’re ill-advised to ditch it. Instead build on it, refresh it, add extra touches and perhaps drop in a hobbit or two – that’s what Tourism NZ has done with its high profile 100% Pure New Zealand campaign which has entered a new phase of its 16-year life. Middle-earth, that unique concept which has worked so well for NZ via the Lord of the Rings and Hobbit blockbust- er movies, isn’t forgotten. But as chief executive Kevin Bowler says, it’s time to move on. The latest edition of 100% Pure – one of the world’s longest-running desti- nation marketing campaigns – is built around a theme of ‘Every day a different journey’, featuring new typography and logo. “For the next phase of 100% Pure NZ, we’ll be emphasising our story of close- ness and diversity – how our amazing landscapes and activities are all within easy reach,” explains Bowler. “Every day you travel through New Zealand, it’s a different journey.” The new commercial shows travellers moving seamlessly from one spectacu- lar experience to the next, exaggerating the ease of movement with a series of film transitions. The campaign has been well received by the industry. “As the official airline of Middle-Earth Air NZ has worked together with Tourism NZ on Hob- bit-themed marketing campaigns over the past three years with fantastic results,” says the airline’s cceo, Chris Luxon. “It’s great to see the campaign a scene from the new commercial building on the tremendous legacy of the previous 100% Pure NZ campaigns.” Website: www.tourismnewzealand.com This semi trailer has attitude IN the best tradition of Transformer toys, the Nation mobile events centre design operated in NZ by events organiser Liz Pollock and winery owner Patrick ‘Paddy’ Borthwick appears at first to be a classy, beautifully-presented semi-trailer, the pride of its driver in true trucker fashion but do- ing utilitarian haulage work to earn a dollar. But when the Nation parks at an event venue it starts to transform, opening up into 220 sq.m of covered space with a seated meal capacity of 100- 120 or 220-250 in cocktail format. A climate-controlled environment allows for all-weather events while the cloud-driven audio visual system has multi-faceted scope for entertainment, promotion or information delivery. There’s an 8m long American bar with eight beer taps, full back bars with display space, down-lighting and two 4-door fridges supported by a full glassware inventory and glass washer. Pollock is well known in the C&I and hospitality sectors. She has been in- volved with several major events as well as countless smaller corporate happen- ings and was previously a hotel executive. She and Borthwick bought the Na- tion late last year. Built originally for a Treaty of Waitangi roadshow by Te Papa national museum, recently it has been used in Christchurch as a stand-in for a hotel bar wiped out in the earthquakes. Home base now is the Borthwick Vineyard in the Gladstone region of Wairarapa, in the lower North Island.