‘Don’t leave town till you’ve seen the country’ was the catchphrase for an 80s advertising campaign, reminding Kiwis that tourism begins at home. You won’t want to leave NZ On Screen until you’ve seen this Spotlight collection of tourism promos, which set out to entice the world with our "upbeat, action-filled New Zealand scene". Skis, swimsuits, scenery and stalactites are all on the itinerary — plus mile-high hairdos, some totally groovy music, Boy's James Rolleston and an excerpt from three-screen classic This is New Zealand. So listen to the man: C’mon to New Zealand.
The line “where the bloody hell are you?” generated controversy when used in a 2006 Aussie tourism campaign; so who knows what 1980 audiences made of this promo’s exhortation to “Come on to New Zealand.” But as the narration assures: “It’s a safe country. You can walk without being molested.” Aimed at the US market, the film was made as long haul air travel was opening up NZ as a destination. Māori culture, sheep and pretty scenery are highlighted, alongside skinny dipping and weaving (!). Narrated by Bob Parker, the NFU promo marked an early gig for editor Annie Collins.
In this short James Rolleston (Boy) stars as a Kiwi lad who banters with an elderly bearded fulla (Bruce Allpress) who claims to be God; the 'BMX Kid' challenges him to a Lake Wakatipu bomb competition to prove it. Kiwi stuntman/director Tim McLachlan's film was a finalist in Your Big Break, a filmmaking contest run by Tourism New Zealand which attracted over 1000 scripts from around the globe. Five finalists were given the chance to turn their scripts into a short film. The brief was to "capture the spirit of 100% Pure New Zealand — the youngest country on earth".
Directed by David Fowler for the National Film Unit, tourism promo Holiday For Susan enthusiastically follows 22-year-old Aussie Susan's tour of Godzone with Kiwi lass Lorraine Clark. En route, Susan finds a husband in Auckland's David Thomas. Abounding with shots of scenic wonder (cleverly integrated with signs of the country's industrial progress), and Susan's legs (many aspects of the film would have had Kate Sheppard rolling in her grave), the film presents a jaunty portrait of 60s NZ as a destination for young, well-to-do, globetrotters.
The creation of Aotearoa gets spectacular treatment in this quirky short film, which won a 2010 Tourism New Zealand contest aimed at capturing the spirit of "the youngest country on earth". Argentinian writer/director/actor Andrés Borghi dominates the screen as a man having breakfast, before having an unexpected encounter with the tangata whenua. Your Big Break judge Peter Jackson found the film "fresh and original". The competition gave finalists a chance to have their script realised with help from producer Barrie M Osborne (The Lord of the Rings).
Shot for an Australian Travel Agents Seminar, this short film seeks to portray 1969 New Zealand as a hip and happening place. The tourism clichés of a scenic wonderland remain, but the film attempts to present a more sophisticated NZ to entice jet-set Aussies east. After all, we "got rid of six o'clock closing ages ago." To complement the Anzac staples of sport, beer and gambling there are mountains and Māori. Nightclubs offer show bands and strippers for "relaxation" after strenuous days of sightseeing. C’mon is a fascinating snapshot of a nation in transition.
Directed by Hugh Macdonald, This is New Zealand was made to promote the country at Expo '70 in Osaka, Japan. An ambitious concept saw iconic NZ imagery — panoramas, nature, Māori culture, sport, industry — projected on three adjacent screens that together comprised one giant widescreen. A rousing orchestral score (Sibelius's Karelia Suite) backed the images. Two million people saw it in Osaka, and over 350,000 New Zealanders saw on its homecoming theatrical release. It was remastered by Park Road Post in 2007. This excerpt is the first three minutes of the film.
In this award-winning tourism promo, an easy-going narrator guides us through a land of contrasts — “where else would you find golf and geysers?”. The sights range from frozen to boiling lakes, characterful cities to odd natives (kiwi, takahē, carnivorous snails). Visual highlights include quirky road-signs (“beware of wind”, “slow workmen ahead”), toheroa digging and a flotilla of capsizing optimists. Directed by NFU veteran Ron Bowie, the film won an award at the 1963 Venice Film Festival, before headlining a special Amazing New Zealand season of shorts in NZ cinemas.
This advertisement was part of a 70s campaign promoting New Zealand for New Zealanders. This episode targets the elderly with the narration encouraging seniors to take a closer look at the country they've spent all their lives in but never really seen. Scenic wonder and relaxation is the focus as a bus-borne group of elderly folk travel on a southern tiki tour. This Queenstown is generations away (in both senses) from bungees, rafting and world adventure tourism capital status; with a trip in the gondola to the Skyline the most likely to set pulses racing here.
Long ago a beloved NZ tourism advertisement revolved around a globe-trotting Kiwi who made the mistake of leaving town without seeing his country. This tourism-themed short is a variation on the theme. Veterans Kate Harcourt and Helen Moulder play speed-crazed neighbours, whose competitive spirit stretches to comparisons of the extent of their grandsons' travels. Directed by Australian Aya Tanimura, Sweet As nabbed the People's Choice award in Your Big Break, an international contest run by Tourism New Zealand to promote Aotearoa's scenery.
This short promo was part of a mid '70s Tourist and Publicity Department campaign touting New Zealand to New Zealanders. It focuses on nightlife to highlight the swinging face of our cities: bars, bands, dancing, floor shows and restaurants. As the jingle says: "Share it, share it, you've got to share it with each other." Delight in fast-cut '70s fashion and styles even if the chop stick, champagne and ciggie-filled affair has a faintly ominous vibe (just what is the bartender slipping in the cocktail?). The film ends with the Orwellian instruction to "go there ... now".
This 1968 tourism promo follows two Aussie sheilas, Helen and Beverly, on a champagne-fuelled trip across the ditch. The tour kicks off with an obligatory sheep's 'baa', but offers some surprises alongside the scenic wonderland way, such as a detour to a Kaingaroa Forest mill and an Otago gold rush history lesson. Surprisingly trippy, Blow Up-inspired opening credits, some bold cutting and a jazzy score enliven the jaunt; a highlight is the lasses and hip local lads Monkee-ing around a Māori village and geothermal power station ... it's not PC, but it's definitely pop-tastic!
This short film presents Dave, a tramper at a South Island high country tarn, with a chance to make his mark on the map. But will the stars (and satellites) align to realise his ingenious idea? Made by Rajneel Singh, Blank Spaces was one of five finalists in 'Your Big Break': a 2010 filmmaking contest run by Tourism New Zealand that gave the finalists a chance to have their script realised with the help of producer Barrie Osborne (The Matrix, The Lord of the Rings). The brief was to "capture the spirit of 100% Pure New Zealand — the youngest country on earth".
“I’d no idea what I’d been missing!” This 1985 film pitches Aotearoa as a destination to our Aussie cobbers. Long haul air travel had led to a tourism boom, and promo campaigns were becoming increasingly sophisticated. This effort tries to overcome expectations of NZ as a place for oldies where “nothing is ever open”. A dinky-di Sydney family go on a tour of “Kiwiland” for a smorgasbord of sun, sea and snow. There’s crayfish and wine on the sand, and Barry Crump tells a less than 100% Pure tale at the pub. Australian John Sheerin (McLeod's Daughters) plays Dad.