Tourism New Zealand appoints Brooklyn Brothers and Golin

We are proud to announce our newest partnership with Tourism New Zealand, one of the world's most respected Tourism brands.

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Golin and the Brooklyn Brothers have won a competitive pitch to drive Tourism New Zealand’s earned media reach in the UK and Europe.

 The two IPG agencies joined forces for the opportunity to promote Tourism New Zealand – one of the world’s most respected tourism brands – and help it rise above the noise in the competitive long-haul category.

 Progressive Public Relations agency, Golin, will drive public relations and content activities, including day-to-day consumer and trade press office, partnerships and influencer engagement. Earned-First advertising agency, The Brooklyn Brothers, will support with creative and strategy that ladders up to the global ‘100% New Zealand brand platform.

The integrated brief will see both agencies working together to inspire more travellers to choose New Zealand, celebrating the country’s incredible culture, people and places. While the New Zealand border remains closed, Golin will immediately begin managing press office operations in the UK and Germany, with activity increasing when restrictions are relaxed.

Pip Casey, Regional Manager UK & Europe at Tourism New Zealand, says: “At a time when many are unable to travel, we know our audience is keen for us to connect with them in fresh new ways. Golin and The Brooklyn Brothers brought us creative, innovative thinking and exciting ideas that share the courageous and progressive values of New Zealand and our team.”

Ondine Whittington, MD at Golin, says: “Covid-19 has caused major disruption to global tourism, but while consumers might be grounded they are still keen to learn about special destinations and dream of their next trip. We are so excited to be the agency driving conversation around New Zealand’s incredible people, place, and purpose and look forward to bringing their stories to life in creative and relevant ways. Our activity will keep New Zealand alive in the hearts and minds of consumers while the borders are closed, then when they open we will be primed and ready to ensure New Zealand is at the very top of people’s travel bucket lists.”

 Sarah Jones, Joint MD at The Brooklyn Brothers, says: “New Zealand has inspired the world this past year.  It’s a country that leads the way in sustainability, inclusivity and kindness. Its people live and breathe these values with humility, humour and a charm that is uniquely Kiwi. We couldn’t be more thrilled – this one is a true privilege for us.”


The Brooklyn Brothers

We’re an earned-first advertising agency helping brands to Rise Above The Noise and earn a place in culture. From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first. We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands. We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned 1st, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising. The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.

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