New Zealand is pretty remote as far as travel destinations go, but the country was virtually off limits during the pandemic, with one of the tightest set of restrictions in the world. Now that its borders have reopened to tourists, its tourism sector is actively trying to bring back people to the Kiwi nation.
The country’s first global campaign post-pandemic from Tourism New Zealand, “If You Seek,” is designed to welcome all visitors who are willing to embrace New Zealand’s distinctive values, culture and some fictional worlds.
A series of films highlights the Maori traditions, the natural beauty and the places and experiences that can only be found in New Zealand. Utilizing traditional words like “manuhiri” (visitors), “manaakitanga” (showing respect) and New Zealand’s traditional name of Aotearoa, the films create a kind of mystical magic.
Created by DDB Aotearoa, the films show a deep native connection to the land, while remaining welcoming. “Seekers” are encouraged to explore the “100% Pure” nation through its varied experiences, including an overview of what to expect in the hero film.
Other films highlight everything from trying sea urchin for the first time, watching penguins return to the beach, learning about Maori culture—and even spending time in the Shire.
Tourism New Zealand will leverage a multi-channel approach to engage audiences through their booking journey through various social channels, including YouTube, Facebook, Instagram, Pinterest and Spotify, as well as on connected TV.
The plan will also link audiences with tools and resources to plan their New Zealand trip—and find the answer they’re seeking with activity across partners, including Pinterest and TripAdvisor. The media plan aims to deliver over 250 million-plus impressions. The campaign will also go live in paid media in the U.K.