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Hamilton & Waikato Tourism has launched a bold and cheeky new domestic marketing campaign aimed at attracting Auckland couples and empty nesters to the diverse wonders of the mighty Waikato.
Developed by Hamilton-based KingSt Advertising, the ‘Get Lost in the Mighty Waikato’ campaign takes a humorous approach, encouraging Aucklanders to escape the city and rediscover themselves amongst Waikato’s hidden gems.
The campaign features a series of engaging advertisements that begin with a concerned young couple searching for their “missing” parents. The narrative quickly flips, revealing the parents joyfully embracing their newfound freedom, “getting lost” in the scenic beauty and unique experiences the Waikato has to offer.
From breathtaking sunsets on the rugged west coast to tranquil moments in locations where it feels like time stands still, the campaign highlights the region’s ability to provide a true escape from the everyday.
“This campaign is about reigniting people’s passion for domestic travel and reminding Kiwis of the incredible experiences they can lose themselves in right here in the mighty Waikato,” says Hamilton & Waikato Tourism general manager Nicola Greenwell.
While domestic travellers make up around 80 per cent of visits to Waikato, recent data from Statistics NZ suggests the number of New Zealanders exploring their own country may be declining.
In the year to March 2024, domestic tourism expenditure decreased by 2.5 per cent ($697 million) to $27.5 billion nationally, and household tourism expenditure saw a drop of 5.8 per cent ($1.3 billion).
“These figures underscore the need of our ‘Get Lost in the Waikato’ campaign,” Nicola says.
“This campaign is a playful invitation to rediscover the joy of spontaneity and exploration. Despite budget constraints, we worked closely with our Members, KingSt Advertising, and the production team to maximise every dollar and create a campaign that truly resonates.”
KingSt Advertising head of creative James Cleary says the campaign concept was born out of his team’s insight that “as your children leave home and start having children of their own, new possibilities for adventure and exploration open up”.
“The ‘Get Lost’ campaign aims to capitalise on this insight and encourages empty nesters to embrace the freedom of this new phase and discover the magic of a region that often flies under the radar.”
The campaign launched today across various digital and broadcast platforms.
James says it was aimed at Aucklanders due to their proximity to nearby Waikato, but he expects the humorous ‘Get Lost’ concept will draw in anybody who wants to lose themselves in a region and experiences that were anything but routine.
