Following the success of the Effie-winning Go on a Robe Trip campaign, RotoruaNZ and creative agency jnr. are back with its next instalment, Robe Rules – a cheeky guide to doing rest and relaxation properly.
Produced by Clockwork Films NZ and directed by Steven Saussey, the hero film once again puts Rotorua Mayor Tania Tapsell in charge. This time, she leads an eager couple around the region while outlining the dos and don’ts of a proper Robe Trip. Taking its cues from traditional government communications, the campaign gives official rules and regulations a playful Rotorua rewrite.
The result is a light-hearted reminder that slowing down can sometimes benefit from a little structure. From wellness and relaxation to exploring everything the region has to offer, Robe Rules firmly positions Rotorua as the authority on taking time out – robe firmly on.
The campaign continues the momentum of the original Robe Trip, which RotoruaNZ credits with improving perceptions of the region while helping drive visitation and visitor spending. The first campaign also collected one gold and two silver awards at the 2025 Aotearoa Effie Awards.
Created and developed by jnr., Robe Rules is another playful chapter in the campaign – and another good reason to pack a robe and head to Rotorua. Produced by Clockwork Films NZ, with photography by Graeme Murray.
