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Te Arikinui Pullman Auckland Airport has taken out the Marketing Campaign of the Year award at the HM Awards Aotearoa-Pacific, recognising its Between Worlds brand campaign, which launched in May 2026.
Presented at the HM Awards Aotearoa-Pacific on Friday October 30, the award honours the most creative and effective marketing work across hospitality in New Zealand and the Pacific.
Developed by specialist hospitality brand and marketing agency Studio Moda, Between Worlds was born from a research-led strategy to challenge how airport hotels are traditionally marketed. The campaign brought together customer insight, cinematic storytelling and integrated marketing to build awareness, strengthen the Pullman brand’s premium positioning, and drive consideration amongst high-value travellers.
The campaign is built on the insight that airports place travellers in a unique state of transition, suspended between where they have been and where they are going. At its centre is a suite of cinematic hero brand films capturing the moment the tension of travel gives way to calm. The creative platform and tagline, ‘Your Moment Between Worlds’, spans more than 200 individual assets across digital, social, out-of-home, performance marketing and publisher partnerships, built as a full-funnel ecosystem targeting high-value leisure and business travellers across New Zealand, Australia and key international markets.
Since launching in May 2026, Between Worlds has generated more than 16.5 million impressions and reached 3+ million people across its target markets. The campaign has also supported a 113% year-on-year increase in website traffic and 33% increase in organic search traffic compared with the same period in 2025, demonstrating growing awareness and interest in the hotel.
This increased visibility and consideration has coincided with continued strong commercial performance, with the hotel outperforming prior-year benchmarks.
Precinct general manager Olivier Lacoua says the award was a proud moment for the whole team. “Between Worlds captures exactly what our guests feel when they step out of the terminal and into the hotel, a culturally rich, restorative place that reflects the beauty and identity of Aotearoa. To have that recognised by our industry peers is a credit to everyone who helped bring it to life,” he says.
Danelle Ayers, founder and director of Studio Moda, says the recognition validated a bold creative shift. “We knew that if Pullman competed on convenience alone, price would ultimately become the deciding factor. Our ambition was to change that conversation entirely – to make travellers feel differently about staying at an airport hotel. Between Worlds brought together strategy, creativity and commercial thinking in a way we’re incredibly proud of. Seeing that work recognised by the industry is a really special moment for everyone involved,” says Danelle
Full details from the HM Awards can be found here.
To learn more and view the Between Worlds campaign, visit: https://www.studiomoda.co/pullman-auckland-airport and pullmanaucklandairport.com/faqs/between-worlds/
