New Zealand showcases world’s most beautiful game in new Tourism NZ campaign via Special

New Zealand’s breath-taking scenery is the backdrop for a game of football designed to showcase Aotearoa New Zealand as it hosts the FIFA Women’s World Cup 2023 tournament.

A full-sized temporary football pitch was sustainably constructed to host a local schoolgirls’ football match, refereed by Lindsey Robinson, set amongst the awe-inspiring backdrop of Aoraki Mount Cook National Park. The activity was created by Tourism New Zealand and Special Group.

Says René de Monchy, chief executive, Tourism New Zealand: “The FIFA Women’s World Cup 2023 tournament is a significant opportunity to promote destination New Zealand to a major international audience, with 1.2 billion people expected to watch the matches.

“New Zealand’s iconic landscapes and scenery remain the key driver for potential visitors to choose New Zealand as their next holiday destination. This activity leverages the upcoming tournament to showcase our stunning home and hospitality.”

Says Kelly Grindle, GM of Special PR: “Aotearoa New Zealand is the most picturesque place on earth, to get global attention our approach was simple – hold a game of football in the most beautiful place on earth.”

The pitch was created in consultation with Te Rūnanga o Arowhenua and the Department of Conservation. It was created entirely by hand without the need for heavy machinery, using non-toxic and water durable paint, to ensure the pitch has minimal disruption to the landscape and left no trace once the filming was complete.

Client: Tourism New Zealand
PR Agency: Special PR
Production: Nimble Productions
Director: Charlotte Evans
Photographer: Brett Phibbs
Event Production: The Supreme Group