Equitana Melbourne, Australia’s premier equine event looked to build on its success by expanding to New Zealand. A campaign was required that would place Equitana Auckland as the must-attend event of the year. Top riders from around the world would be attending and Equitana Auckland were looking to attract attendees from across New Zealand and abroad. We developed a campaign concept with the idea being “Make the journey to New Zealand’s biggest equine event” followed up with a brand story, trade presenter pack, sponsorship book and other collateral. Equitana is a breathtaking spectacle so we recognised early in the piece that the strength of this campaign would be creating an immediate, larger-than-life impression of this must see event.