Tourism New Zealand encouraging Kiwis to “do something new”

Published on : Thursday, January 28, 2021

Tourism New Zealand, which is in charge of promoting New Zealand tourism, spent the past few months encouraging Kiwis to “do something new”. Now it is asking travelers to share something new on social media – rather than resort to tired old tropes.

Comedian Tom Sainsbury has said in a video about how domestic tourists are going to great lengths to copy photos they’ve seen on social media, and this summer, the agency is getting tough on anyone traveling under the “social influence”.

Among the cliché shots Sainsbury refers to are the “hot tub backshot”, “man sits quietly on a rock contemplating”, and the “summit spreadeagle” pose frequently spotted on mountaintops like Roys Peak in Wānaka.

The video builds on Tourism NZ’s “Do Something New” domestic tourism campaign, which was launched last May in response to the borders closing as a result of the Covid-19 pandemic.

To quote Tourism NZ domestic general manager Bjoern Spreitzer, “We noticed that the same pictures or poses kept coming up, time and time again, no matter the location. There are so many incredible things to do in New Zealand, beyond the social trends.”

Kiwis using the #DoSomethingNewNZ hashtag on Instagram for sharing their creative travel snaps before the end of February would go in the draw to win a $NZ500 domestic travel voucher.

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