How New Zealand, the first country to see the sun each day,
got the world up on the right side of the bed by posting on Instagram,
every morning, for an entire year.
To differentiate New Zealand from other tourist destinations (that generally market themselves by simply showing stunning scenery) Tourism New Zealand evolved their strategy to make potential visitors ‘feel the embrace of this place’ by showcasing the warm and genuine nature of everyday kiwis across New Zealand.
But in a very unique way... by having a different kiwi say ‘Good Morning World’ every day - for an entire year.
365 messages of warmth and welcome, to a world that desperately needs a little bit of positivity to start their day.
Over 605 million impressions and 12 million likes and comments later, searches for ‘New Zealand’ have grown by a record 1,590%.
And over 60 countries have said ‘Good Morning’ back so far.
605,214,279
impressions globally
1,590%
increase in search of ‘New Zealand’
12,181,324
likes & comments