Tourism New Zealand manages competitive tourism campaign

Saturday, October 1, 2022

In the flood of post-covid tourism marketing activity, Tourism New Zealand is quite positive to stand out by teasing audiences with quick look of NZ in its “unusual” new global campaign.

In August, ‘If You Seek campaign’ was introduced. It’s the first campaign to roll out since New Zealand opened once again its international borders on 31 July. As different as the traditional destination marketing efforts, the creative aims on the standpoint and travelers experience rather than highlighting the sights. Audiences don’t get much of the glimpse of the iconic and wonderful sights of New Zealand along with their experiences. Rather they get to see a sight of people experiencing a gorgeous sunrise on some mountain or an exhilarating jet-boat ride. The idea is to attract consumers and tempt them to see for themselves.

It’s not quite a usual approach; however it’s part of a special strategy, as per Tourism New Zealand’s Director, Marketing Brodie Reid.

Reid informed The Drum the tourism organisation is aimed on a particular type of traveller and has engaged an exclusive creative approach and media plan to focus on mindset rather than demographic.
Reid says that it’s a very competitive environment. They will have to deal with two years of pent-up desire from the travelers worldwide, and a whole lot of DMOs around the world trying to compete for those travellers to come to their destination. It’s certainly a challenging undertaking for them.

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