Tourism New Zealand has updated its successful ‘If You Seek‘ global brand campaign for trade and consumers to focus on promoting Aotearoa New Zealand as a year-round destination and encourage off-peak visitation.
Tourism New Zealand will highlight off-peak seasonal experiences through the refreshed brand campaign as part of its new four-year strategy to increase international tourism by NZD$5 billion to NZD$13.2 billion by 2028.
It is aiming for 70 per cent (NZD$3.5 billion) of growth from off-peak visits.
Updated content and resources coming for trade
As part of the refresh, Tourism New Zealand’s consumer website newzealand.com and trade channels will be updated with content focusing on tourism experiences for off-peak seasons.
Resources to support and educate trade partners on how to sell a New Zealand holiday between March – November are also being developed.
The new content features regions and experiences from across the country, including Manea Footprints of Kupe and in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough and Skylark Lodge in the Mackenzie District.
The 2.0 campaign features a hero 30-second video along with 15-second posts highlighting off-peak experiences. The previous ‘If You Seek’ campaign also included a luxury trade famil.
Post-pandemic success
First launched in August 2022, the campaign was the first after borders reopened and has been highly successful for Aotearoa New Zealand, driving some of the highest levels of preference for the destination ever at 46 per cent consideration.
Tourism New Zealand believes it is now in a great position to convert that desire into bookings. Chief Executive Rene de Monchy said the ‘If You Seek’ 2.0 campaign will showcase the exceptional experiences Aotearoa New Zealand offers across all seasons.
“If You Seek has been incredibly successful over the last two years supporting tourism recovery. Tourism is now New Zealand’s second-largest export earner and it’s important we maintain that momentum,” he said.
“Our focus now is on inspiring travellers to choose Aotearoa New Zealand at all times of the year.”
For more info, head to traveltrade.newzealand.com
