It's authentic, it's genuine, it's Northland style

Quite simply Northland Style is all about the way we do things up here in Northland. It’s a bit different, a bit quirky. But at its essence, it’s authentic and genuine, just like the people you’ll meet, the places you’ll go, and the experience you will have here.

Our work with Northland NZ extends into destination marketing, including Northland Style, a campaign identity grounded in the idea that Northland does things its own way: a little different, always rooted in real people and real places. Instead of one broad campaign, we built creative against seven distinct audience motivations, from Adventure & Challenge to Wine, Food & Music, each with its own imagery, headline and call to action. Professional photography and video sat alongside content from local operators and visitors, allowing the region’s own voice to carry each authentic story.

The #NorthlandStyle campaign was digitally led using professionally generated content mixed with content created by customers and operators. The campaign included a series of training videos and live webinars created especially to upskill Northland tourism operators to reach out to new local audiences.

The campaign delivered results, even within a small market. Users grew 142%, up to 8,000 from 3,300 in the prior period, and sessions grew 138%, up to 10,000 from 4,200. Paid social achieved a 2.8% click-through rate against a 0.65% travel and tourism benchmark, across more than 739,000 impressions. Proof that an authentic, locally grounded story can outperform a bigger, blander one.