New Australia-land.
Tourism New Zealand.
In 2018 Meat and Livestock Australia released their annual lamb ad.
In it they claimed New Zealand as their own, suggesting the newly merged countries should
now be renamed “New Australia-Land”.
Within 48hours of the TVC airing, we had bought newaustralia-land.com for our client
Tourism New Zealand, and built a website.
One that was at great pains to share what made “New Australia-land” so special.
Strangely, nothing from Australia made the cut.
The cheeky campaign exploded across mainstream media (and the internet). Resulting in web traffic to the real Tourism New Zealand site soaring 400% and earning 40 million in reach, all for a teeny budget of $42K NZD.
100% Pure troll
Within 48hrs we had turned newaustralialand.com.au into a hub of all the wonderful and unique things you could experience in this newly coined nation. But all was not what it seemed.
Every single one of the experiences just so happened to be based on the ‘eastern island’, New Zealand.
We completely left Australia off the map, so to speak. Oops.
