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The new Hawke's Bay tourism advert is being played on TV - http://www.everythingunderthesun.co.nz/
The offer is fantastic - a $1 holiday which will get a lot of punters registering which will provide many ongoing marketing opportunities.
What are your thoughts on the actual ad?
The whistle tune is very catchy, the animation stunning but do those that are not from HB know the iconic features (or does it matter that they don't)?
Also is the timing of the ad campaign right? Should the campaign be going now - leading into the busier months for tourism or should the focus be on the shoulder season?
16:09, 03.11.2009
I like the idea that it is a separate push to the Wine Country philosophy. We all know that HB is an adult destination with wineries and concerts but this is now looking toembrace families.
20:46, 03.11.2009
I tend to agree with Murray, everythingunderthesun works, the animation works, the voice over is grating….does not work….just maybe there needs to be more of what’s under the sun then is presented = busier.
09:17, 04.11.2009
Personally I think it is great. Good and catchy, appeals to the bargain hunters, gets across the key components of what HB is all about. Yes, the voice over does grate a little but some of the most effective adverts on TV are the ones that grate a little – have a look at some of the adverts that have won the Fair Go awards. Timing is ideal as it hits the people that are starting to think about their summer holiday destinations and I can’t remember a summer in HB that all the accommodation was fully booked.
Also great to see the promotion of HB as a whole – not just Napier or Hastings!!!!
10:29, 07.11.2009
I really like the tagline – as long is it works with, and doesn’t replace HB Wine Country.
I think the technical delivery of the animation is amazing but disturbingly I have heard that someone saw it (that didn’t know it was for HB) and initially thought it was for Pukekohe bc of the ‘potato people’.
I think Damon also makes a good point about timing – isn’t HB pretty booked up over the summer already? The accommodation businesses I have spoken to have occupancy problems in the shoulder-season, not peak season.
And so does that also mean that the accommodation people have had to discount or give rooms away for free in the peak season for the $1 auctions? That seems a bit crazy to me too.