Exploring Aotearoa

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We wanted to provide an engaging real-life experience that encourages families to travel and interact with local businesses. This campaign strategy has also recognized that this is a chance to re-think the tourism industry by having an element of cultural education and appreciation through storytelling.

The touchpoints were built around a family demographic, with parents aged around 40 while the children were around 8 or 12. As per the campaign strategy and research, it will start around school summer or winter holiday.

They start by interacting with the application that makes a suggestion on where to go. The highest impact towards making that decision would be the rewards we can offer if they completed the mission.

The story of this project is researched and created by Lita Vatuvei. We wanted to connect three things, the legends and tale of the birds and the places and ; Matariki's importance. As if that wasn't already a hard request. She somehow had manage to even inject more with what you can find in each places and even some playful humor. What a warrior.

The story goes that Matariki the Maori new year is approaching. Tui and his 3 brothers is having a discussion about where they should celebrate it. 

Tui: "We should celebrate at Cape Reinga. Matariki is about our spiritual connection to our ancestors. We should remember what they’ve done for us." 

Kereru:  "I say we celebrate in Rotorua. It’s our home. Matariki is about Whanau and iwi. I'm tired of the aunties and uncles asking how you all are? I always tell them I'm still the good looking one, aunty. We can ride the gondola and luge like the old days."

Koekoea: "Auntie's vision must be blurry if she believes you. A lot of us have changed. It reminds me of seasons we go through. We should celebrate in Taupo! I can show you through jet boating the area. We’re known for our trout fishing  - yummy! 

Ruru: "Well if you leave in winter and then return in spring then of course things are going to change while you’re gone. Matariki has always been about Kaitiaki. Protection of our people, environment and how we are connected to each other. We should celebrate in Auckland! It is the port of international visitors. We can dine in orbit, pretend to understand art in the galleries and watch the stars at the stardome."

Tui: "arrrggghhh This is not going to work. Someone else needs to make the decision for us. We can’t all vote for where we live in”

The illustration was needed to better explain the concept as it encompassed many elements. A minimal look has been instilled when using forms and colors. This decision was made in consideration of its visibility against multiple platforms.

The decision to go minimalistic was also made in user journey consideration. Although users spending time on the application is important, the ultimate focus was their real-life experience through the journey they’ll make. Activities recommended from this project are only meant to better enhance their journey.

The birds were influenced by children’s book illustrations and Bauhaus. They’re minimal in form while the colors fill in the details. Its simplicity made for easier recognition and versatility across different channels.

All the illustrations is then used in the application for the campaign. These are the mockup of what the application will look like. Angelo is our interactive designer and I work closely with him in this project, going back and forth on the visual and functionality of it according to the user journey.

My favorite part of working with Angelo is when I have to correct his typo then finding out we're both wrong and can't spell.