Enterprise Dunedin / Visit Dunedin 2025
Strategy / Production / Media / Campaign Execution
The True Essence of the Dunedin Experience.
For the follow up to 2024's highly successful It's Just Dunedin campaign, a change of approach was needed with direct flights returning between Dunedin and the Gold Coast in June 2025. The inherent understanding of the kiwi cultural irony required to appreciate the It's Just Dunedin sentiment wouldn't be present with many of our friends across the ditch so why not let the spectacular location speak for itself.
Dunedin truly is an undiscovered gem for those that are yet to experience it. Whether it's the spectacular coastline and wildlife or the vibrant culture, there's a unique vibe to the place that visitors don't forget. This campaign aims to give the audience a taste of that in the most authentic way possible, through simple vignettes of classic Dunedin scenes. When visitors enjoy these experiences for themselves there's no clever editing, musical soundtracks or gimmicky taglines following them around, it's just the raw essence of the experience, and that's exactly what this campaign aims to bottle up.
