Tourism New Zealand has just launched global campaign ‘If You Seek’ to domestic and key international markets, using the stunning scenery, unique culture and one-of-a-kind activities in Aotearoa to entice curious travellers to “seek out experiences”.
TNZ’s first global campaign in two years takes a different approach to destination marketing with drip-fed teasers on what’s on offer in Aotearoa.
TNZ CEO René de Monchy acknowledged the challenge to encourage international visitation and outbound travel for Kiwis as the country’s borders only recently reopened to all travellers.
“There is intense competition as destinations ramp up campaigns to capture the imaginations of travellers and due to our size and location, New Zealand will have to work hard to encourage post-COVID visitation.”
The campaign hinges on an immersive suite of videos featuring snippets of destinations and activities as diverse as Tāne Mahuta and Hell’s Gate in the North Island to Hooker Valley near Aoraki Mt Cook and the Tasman’s Great Taste Trail in Nelson Tasman.
“The work includes sneak peeks of some well-known destinations as well as places and experiences that aren’t as recognisable in our key market,” Mr de Monchy said.
“We wanted to tap into the curiosity of our target high–quality traveller, who we know is adventurous and keen to dig beneath the surface of the places they visit.
“These are visitors who we think will explore more deeply and ultimately contribute to New Zealand’s tourism sector in ways beyond the economic benefit.
“They are travellers who want to engage with our culture and society and also interact with our environment in a respectful way.”
The campaign also includes trade content and activity to upskill travel advisors about New Zealand.
To “seek more”, head to tourismnewzealand.com.
Travel Advisors: Incorporate imagery, films and key messaging into your marketing, download the If You Seek Industry Toolkit.
