Case studies.

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ATEED Spring into Summer

At the end of 2013, after a rigorous RFP process, Milk were chosen to be the Auckland Tourism, Events and Economic Development’s business to consumer agency. Our main job: to sell Auckland as a destination, nationally and internationally.

We also work for many other parts of the business including Study Auckland, Auckland Convention Bureau and Tourism.

                                               

The Opportunity

ATEED asked us to develop a strong campaign to capture and highlight Auckland’s incredible Spring season of events, performances and attractions. The campaign was predominantly destined to feature outside of the Auckland Region – creating a draw for domestic tourism especially. The subject matter was diverse, so we responded with three unique campaign concepts – the final direction employing a versatile and cohesive visual language leveraging the spontaneity and informality of a blackboard menu.

                 

The Work

•  Key campaign concept
•   Illustration (inhouse)
•   Writing 
•   Web banners and Aucklandnz.com home page takeover
•   Social media campaigns
•   Radio scripts
•   Online campaigns
•   Adshells
•   Bus backs and roadside giants
•   Wellington based PR stunt
•   16 page newspaper insert