Tourism New Zealand encourages Kiwis to “Do Something New”

In an epic push to help the economy, Tourism New Zealand and Special Group have teamed up with two of the country’s funniest comedians to inspire Kiwis to infuse an element of ‘new’ into their next local holiday.

The catchy summer tune, “Do Something New, New Zealand”, is written and performed by Madeleine Sami and Jackie van Beek.

Shot by internationally acclaimed Kiwi director Joel Kefali, the video showcases destinations across both the North and South Island. 

From alpacas to art galleries, steaming mud pools to steaming dumplings, there is something for everyone.

Filmed across 10 regions, it features over 30 tourism activities and local points of interest, such as Waitomo Adventures Lost World, Auckland Bridge Climb, and Puzzling World in Wanaka.

It even showcases our nation’s love of “giant things”, with the Paeroa L&P bottle and Ohakune carrot getting a special mention. 

Sami says: “We had so much fun writing this song and exploring New Zealand while filming the video.

“There were so many places I hadn’t been to before, my favourite was eating crayfish and chips for breakfast, nestled between the rugged mountains and wild sea in Kaikōura.” 

van Beek adds: “I’d never been to Hobbiton so that was a treat. We didn’t have time to get to the Green Dragon Inn so I’ll definitely be heading back there for a beer.”

Stephen England-Hall, Chief Executive of Tourism New Zealand, says the message needed to be bold to challenge perceptions about what a New Zealand holiday can look like. 

Special Group CEO Tony Bradbourne adds: “Madeleine, Jackie and Joel have set a great tone that we really hope New Zealand takes to heart – whether it’s trying something new that’s big or small.” 


Tourism New Zealand

Stephen England-Hall – CEO

Brodie Reid – Director, Marketing

Bjoern Spreitzer – General Manager, Domestic

Penelope Ryan – Consumer Marketing Manager

Jill Chestnut – Global Manager Brand & Content

Ella Frater – Brand & Content Manager

Ben Rogers – Senior Brand and Content Specialist

Nela Döring – Brand and Content Coordinator

Special Group

Tony Bradbourne – CEO/CCO

Stu Mallarkey – Executive Creative Director 

Sarah Shepherd – Creative Director

Rory Gallery – Head of Strategy

Storm Day – Head of Client Service

Sally Lankshear & Casey King – Senior Producers 

Sophie Kerkin & Caroline Logan – Group Business Directors
Amelia Daly – Business Director 

Isabeau Brimeau – Business Manager

Callum Orr – Planner

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