Rory Gallery, Head of Strategy, Special Group New Zealand, will be taking us through the fascinating work he led for Tourism New Zealand which saw Special Group win New Zealand’s first ever Global Effie award. The campaign GOOD MORNING WORLD has also won a huge number of international awards and has put Rory and Special Group firmly on the world stage for best-in-class strategic thinking

The campaign featured a different Kiwi saying ‘Good Morning World’, to the world, every day for a year via Instagram. It showcased New Zealand’s best offerings while shining a light on the diversity of people who live here.

Named the most effective marketing campaign in the world, Tourism NZ has knocked out top contenders like Nike and Apple. It is also the first time a New Zealand brand or agency was recognised in the Global Effies.

After running across Instagram for 365 days, the campaign received over 605 million impressions, 12 million comments and increased organic search of ‘New Zealand’ by 1590 percent.

Special Group CEO Tony Bradbourne says the campaign shows that New Zealand’s creativity is up there with the best in the world. "The Global Effie Award is a really difficult award to win. You need a great idea that has the ability to transcend borders and be effective across various continents, countries and cultures. To be named the most effective campaign in the world is some achievement, especially for such an important piece of work.”

About Rory Gallery
About Rory Gallery

Rory Gallery, Head of Strategy, Special Group New Zealand

Originally from Ireland (and more importantly, Co. Clare) , Rory has worked at agencies around the globe in Dublin, Sydney, London and he currently leads the strategy department at Special Group New Zealand.

He started his career at McCann Erickson followed by MCCP where he worked on brands such as Heineken, Tayto Crisps and Powerade before heading abroad in 2010.

He’s created highly successful campaigns for brands such as Air New Zealand, Guinness and Tourism New Zealand that has seen him win Cannes Lions, D&AD and One Show Pencils.

At AMV BBDO London, where he was a Board member, he won over 100 creative awards including 10 Cannes Lions and two Gold IPA effectiveness awards for his work on the Guinness ‘Made of More’ campaign.

His recent work for Tourism New Zealand, saw Special Group win New Zealand’s first ever Global Effie award for the campaign Good Morning World along with a number of ‘Campaign of the Year’ titles and international awards.

Under his charge, Special Group has catapulted to New Zealand’s leading agency, recently being awarded Agency of the Year by Campaign Magazine, B&T Magazine and Campaign Brief.

Rory was also crowned Campaign Magazine’s Australia/New Zealand’s Strategic Planner of the Year in 2020.

Rory Gallery
Rory Gallery
Head of Strategy, Special Group New Zealand
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