RotoruaNZ has released its latest campaign with trans-Tasman independent agency jnr, encouraging families to “Relax Hard in Rotorua” during the school holidays.
The campaign is the second under the “Reset in Rotorua” brand platform and highlights the idea that parents also need a break, after balancing work and family responsibilities.
Andrew Wilson, Chief Executive RotoruaNZ, said: “Robe Trip’ was one of our most successful campaigns in recent years – it not only drove a spike in visitation but delivered real value to Rotorua’s visitor economy.
“With ‘Relax Hard’, we’re excited to build on that momentum by showcasing Rotorua as the ultimate family getaway destination that offers the perfect balance of fun and relaxation for the whole whānau.”
John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto, Managing Director & Founder, jnr. said: “For this campaign it was important we not only appealed to a new audience, but we kept the things that worked for us previously with ‘Robe Trip’.
“The high-end fashion look and feel was used again to create a sense of preimmunises, and the whānau dynamic made sure we kept the same cheeky attitude that worked so well for us last time. We believe this new campaign will remind the whole whānua all the great things the region has to offer.”
“Relax Hard in Rotorua” goes live on 25 August 2025 and will run across cinema, outdoor, press, radio, digital, social, influencer, partnerships and activations.
Earlier this year, the agency was appointed to lead brand strategy and creative services for Ārepa across AUNZ.
Ārepa is a food tech company from New Zealand that has developed a range of natural products with neuroscientists that claim to benefit the brain.
The company’s hero product, The Brain Drink, claims to enhance cognitive performance, reduce stress, and improve overall mental clarity.