Rediscover/Recover—Together

Welcome to a tourism marketing concept created for the times and the world we're living in right now. A world that's post-lockdown but still nowhere near "normal".

After having been through something unprecedented together, we can now start exploring how to recover together. That begins with rediscovering what heals us and make us whole—our home. Aotearoa New Zealand.

The power of this concept lies in three key elements

Simplicity

The hook relies on two simple, but very powerful words. Their transformation from one into the other will resonate anywhere in the English-speaking world.

Relatability

The core message of "Recover Together" has global relevance. Everyone can understand it—families, communities, and Kiwis supporting each other in business.

Versatility

The concept can scale up or down according to need, from promoting a single town or city to a full national or international campaign.

No campaign will succeed without acknowledging the extraordinary circumstances we're living through.

Attempting to do otherwise will come across as jarringly tone-deaf.

"Recover Together" is on point with, and an extension of, Government messaging through the different phases of the coronavirus national response.

This adds to its power and reach in the domestic market.

Please note that the examples below are concept videos only, using freely-available stock footage. We envisage any resultant campaign being fully representative of New Zealand's diverse population and including appropriate consultation.

Regional examples: Nelson Tasman

What would a campaign based on this concept look like?

Tightly-focused and directed marketing

Marketing could be aimed at experiences for specific target groups (families, high-end, couples, seniors, etc.), focused on a specific location, or built around broad themes in the copy—Excitement, Connection, Freedom—without compromising the core message of "Recover Together".

The copy themes themselves can easily be adjusted to accommodate changing priorities and targets.

Huge social media possibilities

#RediscoverRecover and #RecoverTogether have the potential to become memes, with locals and visitors alike uploading and sharing the places and experiences they're rediscovering. In a regional context, think Nelson Market, a favourite cafe, the Suter, Golden Bay, Lake Rotoiti's eastern jetty, fish and chips on Tahuna Beach...

An industry united and transformed

The true power of a campaign like this lies in its potential to reimagine the industry itself—to take "Recover Together" past the idea of a nice tagline and put into practice what it's advocating. Imagine if, instead of competing against each other, regions "buddied up" and promoted each other—Rediscover Your Neighbours.

That could make a hugely powerful statement, not only within the industry but to all Kiwis contemplating what recovering together might mean.

Couldn't work? A bit naive? A step too far? Maybe. But we had to put it out there. Because we're Bold 🙂

National example

About Bold Communications

Established in 2019, Bold Communications is a New Zealand-based company offering creative and technical writing services to organisations across Oceania.

Niki Morrell heads up the creative side of Bold, while her Scottish-born husband, Ewan, looks after all things technical.

We're situated on a 25-hectare property near St Arnaud, in the Nelson Lakes region. We consider ourselves lucky to live right in the heart of a classic, untouched New Zealand "destination".

This marketing concept is a grass-roots response. It comes from New Zealand's heartland. But it speaks to the whole world.

Travel & tourism industry clients we've worked with

Land and See campaign

Website copy (five sites)
eDM for dnata Travel
Luxury catalogue listings

Sponsored content in the Sydney Morning Herald and Melbourne Age (Fiordland, Canterbury ski fields)

Winning entry submissions in the 2018 and 2019 New Zealand Tourism Awards
Media releases
Blog posts
eDM