Couples Urged to Take 'Robe Trips' to Rotorua in jnr. Campaign

In their first major above-the-line campaign under the ‘Reset in Rotorua’ brand platform, RotoruaNZ has launched a ‘Robe Trip’ campaign, encouraging couples who are feeling tired and stressed to robe up and reset in the relaxation capital of Aotearoa.

The campaign, developed by independent Trans-Tasman creative agency jnr., is designed to change the region’s perceptions, by positioning Rotorua as a luxurious and rejuvenating getaway destination for couples, helping to drive domestic visitation numbers to the region.

The fully integrated campaign includes a hilarious welcome video, staring Rotorua Mayor Tania Tapsell, and her not-so-official security detail ‘Barry’, who encourage couples to get in the car and go a ‘Robe Trip’ to Rotorua.

The campaign also spans across TV, outdoor, press, radio, digital, social, influencer, partnerships, PR, and activation.

Andrew Wilson, chief executive RotoruaNZ said, “Rotorua has long been known for its stunning natural landscapes and rich cultural experiences, but this campaign showcases another side of our region — one that is all about relaxation and rejuvenation. The ‘Robe Trip’ campaign invites couples to rediscover Rotorua as the ultimate destination to unwind, reconnect, and reset. We are committed to growing visitation and positioning Rotorua as a premium wellness getaway, and this campaign is an exciting step toward that goal.”

Marisa Balle, head of marketing and communications, RotoruaNZ said, “The ‘Robe Trip’ campaign is a fresh and playful way to change perceptions about Rotorua. We’ve partnered with jnr. to craft a campaign that not only highlights the incredible spa and wellness experiences Rotorua has to offer, but also encourages couples to embrace the luxury of slowing down. We’re excited to see visitors robe up and experience Rotorua in a whole new way.”

John Marshall, Ngāti Maru, Ngāti Hāua, Ngāti Maniapoto, junior managing director, co-founder, jnr. said, “The partnership with RotoruaNZ is a long term one and we are incredibly excited about our first campaign under the ‘Reset in Rotorua’ brand platform. The ‘Robe Trip’ campaign positions Rotorua a premium and luxurious place to wine, dine and unwind. Let’s be  honest, it’s hard to have a bad time in a fluffy white bathrobe whilst enjoying a plush long weekend with your partner.”