RotoruaNZ, in collaboration with the independent Trans-Tasman agency jnr., has unveiled its first major above-the-line campaign under the 'Reset in Rotorua' brand platform. The campaign, titled 'Robe Trip', is aimed at couples who are feeling tired and stressed, encouraging them to visit Rotorua for relaxation and rejuvenation.

The 'Robe Trip' campaign seeks to alter perceptions of Rotorua by positioning it as a luxurious and rejuvenating getaway destination for couples. The initiative is designed to drive domestic visitation numbers to the region, presenting Rotorua as a premium wellness getaway.

The campaign features a welcome video that includes Rotorua Mayor Tania Tapsell and a character named 'Barry'. It spans multiple channels, including television, outdoor, press, radio, digital, social media, influencer partnerships, public relations, and activation. The campaign officially went live on February 17, 2025.

Andrew Wilson, Chief Executive of RotoruaNZ, commented on the campaign, stating: "Rotorua has long been known for its stunning natural landscapes and rich cultural experiences, but this campaign showcases another side of our region — one that is all about relaxation and rejuvenation. The ‘Robe Trip’ campaign invites couples to rediscover Rotorua as the ultimate destination to unwind, reconnect, and reset. We are committed to growing visitation and positioning Rotorua as a premium wellness getaway, and this campaign is an exciting step toward that goal."

The creative agency jnr. was responsible for the campaign's development, while media strategy and buying were managed jointly by jnr. and RotoruaNZ. Production was carried out by Clockwork Films, with direction by Steven Saussey and photography by Sophie Miya-Smith.

Marisa Balle, Head of Marketing and Communications at RotoruaNZ, stated: "The ‘Robe Trip’ campaign is a fresh and playful way to change perceptions about Rotorua. We’ve partnered with jnr. to craft a campaign that not only highlights the incredible spa and wellness experiences Rotorua has to offer, but also encourages couples to embrace the luxury of slowing down. We’re excited to see visitors robe up and experience Rotorua in a whole new way."

John Marshall, Junior Managing Director and Co-Founder of jnr., expressed enthusiasm about the collaboration, saying: "The partnership with RotoruaNZ is a long term one and we are incredibly excited about our first campaign under the ‘Reset in Rotorua’ brand platform. The ‘Robe Trip’ campaign positions Rotorua a premium and luxurious place to wine, dine and unwind. Let’s be honest, it’s hard to have a bad time in a fluffy white bathrobe whilst enjoying a plush long weekend with your partner."