Venture Taranaki
Editorial-led campaign showcasing Taranaki’s natural wonders, sparking high engagement and Aussie interest in New Zealand adventures.
Venture Taranaki partnered with We Are Explorers to build destination awareness among Aussie travellers itching to explore New Zealand’s lesser-known wild corners. Our mission? To bottle the raw energy of the region into an editorial-led campaign that would stir the wanderlust of outdoor lovers, and spark action.
We sent Explorer Melanie White on a 5-day adventure deep into the heart of Taranaki to soak in its volcanic peaks, coastal trails, and vibrant culture. Her experience was brought to life through two immersive editorials, a high-energy Instagram reel, targeted social posts, display ads, and EDM shares – spreading the story far and wide.
The campaign smashed engagement benchmarks, reaching over 400,000 people and delivering more than 500,000 impressions. With a standout engagement rate of 45% (nearly triple our usual 16% benchmark), it was clear that the content didn’t just land, it stuck. The campaign’s Instagram reel alone racked up over 165,000 views, while editorial views hit over 10,000 with strong time-on-page metrics (averaging over 1.5 minutes per piece).
The takeaway? Taranaki’s story resonated because it was real, raw, and wrapped in the kind of adventure our audience lives for. This campaign proved the power of stripped-back storytelling, authentic experiences, and the lasting impact of partnering with creators who walk the walk.
