Indie jnr. Created Editorial Campaign to Invite Couples to Take ‘Robe Trips’
The ‘Robe Trip’ campaign, created by jnr. for RotoruaNZ, promotes Rotorua as a luxurious wellness destination by encouraging stressed couples to relax in the region’s spa and wellness experiences.
The campaign, which includes TV, digital, outdoor, and influencer marketing, features a humorous welcome video with Rotorua’s mayor and aims to reshape perceptions of Rotorua while boosting domestic tourism.
John Marshall, managing director and co-founder of jnr., and Ryan O’Connell, chief strategy officer and co-founder of jnr., spoke to LBB about the campaign’s creative approach. They shared insights into the campaign’s deliberate high-end fashion meets Instagram aesthetic, achieved through strong art direction and photography, as well as the use of local, non-professional talent to enhance authenticity.
The team also discussed the unexpected luxury and fine dining aspects of Rotorua, and mayor Tania Tapsell’s natural talent and enthusiastic involvement in the campaign.
LBB> There is an editorial magazine feel to the OOH. How did you go about exploring the final style? What were the inspirations?
John and Ryan> That was a deliberate choice by our design lead, Steve Grant, to make it feel ‘high end fashion meets Instagram’. The art direction was beautifully crafted to ensure we created that distinctive magazine look, which helped make the campaign feel consistent – but not ‘matching luggage’ – at every single touch point.
We also partnered with an incredible photographer, Sophie Miya-Smith, who really elevated that look and brought it to life in a very cool and aspirational way.
LBB> The spot is exceptionally funny. Talk us through the highlights and challenges of creating this one.
John and Ryan> The whole shoot was a real highlight for us. The entire team were ‘robed up’ throughout, and it was full of laughs and complete creative freedom. A lot of what was captured on film was improv.
A highlight for us was using local talent throughout the production, both in front and behind the camera. The majority of the talent in the stills shoot were local and weren’t models or actors. This gave the campaign a lot more authenticity and realness.
That was a deliberate decision by us – if you are selling Rotorua, then the people should be front and centre.
In terms of challenges, there honestly weren’t many. However, one ‘missed opportunity’ comes to mind. We had a chance to sneak in a cameo in the hero film from Hollywood star Jason Momoa, but due to scheduling issues on his side, he unfortunately couldn’t make it.
The team did a great job of pivoting production to try and make it work but to be honest, we don’t think it affected the final output.
Having said that, as a point of protest, we won’t be going to see the next ‘Fast and Furious’ movie that Momoa is in.
LBB> What is something that surprised you about Rotorua during the creation process of this campaign?
John and Ryan> There is much more to the region than what the media portrays. The region has taken a hit since COVID-19, and brand perceptions and visitation numbers have reflected that. Outside of having incredible cultural experiences and amazing outdoor adventure experiences, Rotorua is a place full of premium, luxurious spa and wellness experiences, and the dining options would give most major cities a run for their money. Once we experienced all that for ourselves, we wanted to make sure it came across in the campaign.
LBB> There is a strong sense of indulgence associated with this campaign while still maintaining that NZ sense of humour. It’s unlike others within the same category. Why choose both rather than one or the other?
John and Ryan> The strategic objective was to get people to reappraise the region, and we wanted to do that by positioning Rotorua as a place to wine, dine, unwind, and reset yourself, all in the relaxation capital of Aotearoa. We wanted to make it feel premium, luxurious and cool. But that doesn’t mean you can’t have fun. So we wanted to reflect that tonally. There’s nothing more elegant and more fun than being in a fluffy white bathrobe… even if you’re the security detail for the mayor!
LBB> Why choose to focus on couples rather than the indulgence of a solo trip?
John and Ryan> Targeting couples was another key strategic decision we made, and we did so for a few reasons.
Firstly, it’s the audience we had the biggest job to do on, in regards to changing perceptions about the region. Secondly, to be blunt, they’ve got more money to spend. And lastly, the type of weekend away that they’re after is exactly what Rotorua is not known for. So, all in all, focusing on this audience would give us the best chance to change brand perceptions and hit our business targets.
LBB> How does this campaign build the ‘Reset in Rotorua’ brand platform?
John and Ryan> This is the first campaign under the brand platform of ‘Reset in Rotorua’, which we also developed, and we have a second campaign coming out later in the year as well.
The platform itself is multi-layered. It’s not just about resetting the perceptions of Rotorua. It’s about encouraging people to come to Rotorua for a ‘reset’ themselves. If they are tired, stressed out, and in need of rejuvenation, Rotorua is the place to visit.
LBB> Getting Rotorua mayor Tania Tapsell involved in this campaign is an extremely smart move, how did it affect the process?
John and Ryan> This was just one of those dream campaigns where the whole process was spookily easy.
We presented the idea of having mayor Tania Tapsell in the launch video, and our RotoruaNZ clients absolutely loved it. They were on a call with Tania the very next week, and she loved it so much that she literally approved it on the spot. We were pinching ourselves!
She even came up with the idea for the final scene! On set, Tania was an absolute natural actor in front of the camera. Nearly every line of hers was done in one take, and many of the little humorous moments – like the side eye or wink – were simply her ad-libbing. She was incredible and really made it work.
