A Campaign Grounded in Cultural Integrity

Tourism New Zealand’s Good Morning World was no ordinary tourism campaign. It reframed how Aotearoa is seen — from spectacular landscapes to something deeper: the wairua of our people. By having a different New Zealander greet the world every day for a full year, the campaign invited the globe to experience not just our scenery, but our warmth, manaakitanga, and the authentic spirit of Aotearoa.

More than a feel-good idea, the campaign was anchored in a profound cultural insight: the significance of Te Ata — the dawn. Te Ata symbolises new beginnings and connection to time, place, and whakapapa — values at the heart of Te Ao Māori. This concept inspired a companion film, Te Ata – The Dawn, co-created with Ngāti Porou and the wider East Coast community, becoming a spiritual and emotional cornerstone of the campaign.
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Honouring Te Ao Māori from Dawn to Delivery

Te Ata – The Dawn was more than a film — it was a cultural offering. Guided by kaupapa Māori and developed in close collaboration with iwi, the story explores the sacred nature of the dawn, drawing on creation narratives and the significance of Maunga Hikurangi — one of the first places on earth to see the sunrise.

Every step was considered through tikanga Māori:
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The concept was shaped through wānanga with Ngāti Porou, ensuring kōrero tuku iho (ancestral knowledge) was shared with care and accuracy.

Filming occurred on Maunga Hikurangi with the permission and participation of mana whenua.

The karanga heard in the film was written and performed by Hinetu Dell (Ngāti Porou), calling in the new day from the maunga.

Sound design was grounded in the natural environment, and narration delivered by local kaumātua Papa Boycie (Morehu Te Maro), anchoring the piece in whakapapa and place.

Through its style, tone and wairua, Te Ata elevated the entire campaign — turning a tourism message into a cultural expression of who we are.

Global Impact, Cultural Pride

Good Morning World ran for 366 consecutive days and achieved extraordinary results:

605 million+ global impressions

12 million+ likes and comments

1,590% increase in searches for “New Zealand”

Greetings returned from over 60 countries

But its greatest success was at home. It proved that tourism storytelling can do more than attract visitors — it can uphold mana, deepen cultural understanding, and share Aotearoa’s unique worldview with integrity and pride.

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