Tourism New Zealand unveils its first global campaign in two years – IF YOU SEEK and the country’s invitation to international visitors seeking more through extraordinary travel.
Launched this week in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via unexpected and alluring glimpses of the destination’s unique people and place.
“There is intense competition as destinations compete to capture the imaginations of travellers. Because of our size and location, New Zealand will have to work hard to encourage visitation post-covid with international visitor numbers taking years to build up and Kiwis now having the option of travelling overseas,” says Tourism New Zealand Chief Executive René de Monchy.
A suite of 18 short films teases the diversity of the destination’s distinct local culture, generosity and famed natural beauty – suggesting the true magic of Aotearoa New Zealand is reserved for the inquisitive traveller, in quest of authenticity and discovery.
“Tourism New Zealand uses a range of insights to design compelling campaign work to reach high-quality visitors. 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.”
In accompaniment to the 18 sensory visuals, a commanding 60” manifesto film further summons seekers to explore the power of Aotearoa New Zealand. Numerous cutdowns and iterations breathe IF YOU SEEK to life across paid, owned, earned and trade channels as the organisation continues to support the recovery of the sector.
An immersive digital experience extend the campaign through Tourism New Zealand’s owned environment IF YOU SEEK mini experiences providing viewers with more to seek and entice them to book.
DDB Aotearoa Chief Creative Officer, Gary Steele says the campaign is an invitation to the curious intended to reward audiences who go a little further and explore a little deeper.
“When the first explorers discovered these islands, they were met with a long white cloud on the horizon. Aotearoa was then – and still is to this day – a place for those willing to seek. This campaign celebrates that idea and rewards those who go that step further. Every element of the campaign invites them to see, hear or feel a little bit more, building Aotearoa’s story through connected digital and interactive OOH experiences that complement the films.”
RUN Chief Creative Officer, Raymond Otene McKay adds: “Working on this campaign since last year has allowed RUN to walk in two worlds, applying our unique mix of advertising creativity with a te ao Māori lens. With a big strategic idea that imbued the concept of manaakitanga, we knew our take on it had to be authentic in its delivery creatively. At the same time, we had to balance how Māori culture showed up in this campaign – all guided by tikanga Māori.”
A localised execution will encourage New Zealanders to explore further, signalling there’s more to find in their backyard if they seek to uncover it.
Tourism New Zealand research shows that around two-thirds of New Zealanders intend to take a domestic holiday in the coming year, and 42 percent are motivated to visit a place they haven’t before on their upcoming travels.
Credits
Client: Tourism New Zealand
Lead Agency: DDB Group Aotearoa
Agency: RUN
Agency: TBWA Sydney
Agency: The Hatchery
Production Company: The Sweetshop, Director: Tom Gould
Editors: Tim Mauger/ Mariano Segedin/ Fauze Hassen
Colour: Images and Sound
Online: The Machine Room
Sound & Music: Franklin Road
Photography: Miles Holden
International Media: Mindshare Global
Domestic Media: Stanley St
Consultancy: Eat Big Fish
