LONDON — Golin and sister IPG advertising agency The Brooklyn Brothers have won a joint competitive pitch to drive Tourism New Zealand’s earned media reach in the UK and Europe and help it increase share of voice in the long-haul travel market.

Golin will drive public relations and content activities, including day-to-day consumer and trade press office, partnerships and influencer engagement, while The Brooklyn Brothers will support with creative and strategy in line with the “100% New Zealand” brand platform.

The integrated brief will see the agencies working together to inspire more travellers to visit New Zealand. While the country’s borders remains closed, Golin will immediately begin press office operations in the UK and Germany, with activity increasing when restrictions are relaxed.

Tourism New Zealand’s regional manager for UK and Europe Pip Casey said: “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.”

Golin managing director Ondine Whittington said: “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.”