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

Will Nichols, Hristos Varouhas and Candice Juniper

Campaign details

Brand owner: Tourism New Zealand
Agency: Whybin/TBWA and Eleven PR
Brand: Tourism New Zealand
Country: 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 became one of Tourism New Zealand's most successful campaigns to date, delivering a 513% increase in gay marriages from foreign residents.

On 17 April 2013, the New Zealand Parliament voted to legalise gay marriage, but in Australia gay marriage is still against the law.