NZ Tourism: The New by Shift for NZ Tourism

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NZ Tourism: The New

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Industry Transport, travel & tourism
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market New Zealand
Agency Shift
Creative Director Mark Zeman
Art Director Barry Hannah
Designer Ee Venn Soh, Emma Knight
Production Assembly Films
Released November 2011

Credits & Description

The redesign of by Shift, Auckland responds to Tourism New Zealand's desire to drive focused conversations with travellers that are actively considering New Zealand as a destination.

On the new site, anyone can contribute articles about a broad range of topics. Anyone can contribute to, edit and improve the articles but the original author maintains the ability to review any changes. And the original author of an article is rewarded with the ability to link the article to their business listing and provide related travel deals. The site also significantly leverages content already in the cloud, enabling images and video to be contributed from a range of third party sites including YouTube, Vimeo and Flickr.

The homepage provides an immersive brand experience, with a unique point of view that enables the visitor to move vertically through four uniquely New Zealand experiences. To create its scrolling camera viewpoint, a 12 metre tower was built at each location and a motion control camera captured time-lapse sequences over the day. In effect a 48 metre high, real-life scroll bar was built in some of our most stunning environments, and then recreated within a web browser using HTML5 and Flash to allow travellers to interactively explore New Zealand over 200 high definition images.

Client: New Zealand Tourism
Agency: Shift Auckland
Production: Homepage: Assembly
Country: New Zealand
Campaign file: Download campaign file
Creative Director: Mark Zeman
Art Director: Barry Hannah
Agency Producer: Stephanie Creasy
Designer: Emma Knight
Designer: Ee Venn Soh