The Grown Up’s Guide to New Zealand’ was a content partnership campaign between the New Zealand Tourist Board and High50. The guide showcased ’50 experiences at 50′ brought to life through 5 key themes; Cuisine, Wildlife, Beach, Culture and Adventure.
In total, 14 articles were written, published and promoted during the course of the campaign and these included a selection of inspirational itineraries as well as experiences. There was a permanent editorial presence for the duration on several sections of the site: food, travel, home and culture. The editorial content was supported with a high impact display campaign including full site takeovers, homepage takeovers and section takeovers.
To support the online campaign, the content was edited into print format and a perfect bound mini-book was published and 100,000 copies distributed with a 3rd party print media owner.