OUR WORK
Rotorua NZ: Riding Momentum in Australia
Rotorua NZ: Catching the Aussie Wave
BRIEF
Client: RotoruaNZ
Campaign: RotoruaNZ Adventure & Cycling Consumer Awareness Campaign
Target Audience: Australian consumers (adventure travellers and cycling enthusiasts)
Rotorua NZ sought to increase destination awareness and consideration among Australian consumers by showcasing the region's world-class cycling, adventure and outdoor experiences. The campaign aimed to reach highly engaged niche audiences through media channels that aligned closely with Rotorua's brand positioning, inspiring active travellers to consider Rotorua for their next adventure.
IDEA
Canuckiwi developed a targeted consumer campaign leveraging partnerships with Adventure.com and Cyclist Australia to connect Rotorua NZ with Australia's adventure and cycling communities.
The campaign combined premium editorial storytelling, print advertising, digital promotion, eDMs and social media activity to showcase Rotorua's unique blend of mountain biking, geothermal landscapes, Māori culture and outdoor experiences. By aligning the destination with trusted specialist media brands, the campaign delivered authentic destination storytelling to consumers already actively engaged in adventure travel and cycling.
IDEA
IDEA
RESULTS
Adventure.com
426,000+ total campaign reach achieved across a six-week campaign.
96,000+ content views generated through editorial and social content, exceeding campaign KPIs by 381%.
325,000+ social reach delivered through organic and paid social activity.
7,300+ campaign engagements across content and social channels.
797,000+ display impressions delivered, outperforming campaign targets by 697%.
Hero editorial became Adventure.com's top-performing article of the campaign period, generating over 96,000 views across web and social channels.
Cyclist Australia
Featured within Australia's leading cycling publication, reaching an estimated 55,000 readers.
Delivered exposure through a 22,000-copy bi-monthly print circulation.
Connected with a highly engaged audience of 6,011 magazine subscribers.
Generated 491 clicks across dedicated eDM activity and newsletter placements.
Achieved an average 43.5% email open rate across campaign eDMs.
Social campaign delivered 31,842 impressions, 27,344 views and 421 website clicks.
Showcased Rotorua's cycling credentials through premium editorial coverage and a dedicated double-page print advertisement.
