Many Kiwis may have preconceived ideas about the Manawatū region from past memories. But a lot has changed since then, making it much more of a tourism destination.

So we created an entertaining campaign that launched the Manawatū region as a new and improved 2.0 version. We first drew nationwide attention by announcing that we were shutting down the region for an important update, taking down Manawatū’s website and social accounts.

Then we released the new campaign fronted by their IT guy, who humourosly showcased some of the region’s updates and shiny new features that make Manawatū well worth a visit.