Tourism New Zealand: How one Facebook post helped "Make History"

This case study describes a campaign by Tourism New Zealand, the government funded organisation, to encourage gay Australians to consider the country as a wedding destination.

Tourism New Zealand: How one Facebook post helped 'Make History'

Will Nichols, Hristos Varouhas and Candice Juniper

Campaign details

Brand owner: Tourism New ZealandAgency: Whybin/TBWA and Eleven PRBrand: Tourism New ZealandCountry: Australia

Executive summary

This case study describes Tourism New Zealand's campaign to encourage gay Australians to consider New Zealand as a wedding destination, and effectively build a new travel category for the brand. It gave a platform to promote New Zealand as the perfect destination for weddings and honeymoons, for anyone and everyone. After starting with a Facebook post, the campaign quickly...

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