Tourism New Zealand: Do Something New, New Zealand

Tourism New Zealand (TNZ), a tourism department, launched a campaign in New Zealand to drive brand fame, change tourism attitudes and behaviour of New Zealanders and deliver a commercial impact on the economy.

Campaign details

Brand: Tourism New ZealandBrand owner: Tourism New ZealandAgency: Special New ZealandMarket: New Zealand

Executive summary


It affected many industries, but none was more perilously placed than Tourism New Zealand.

Overnight, international tourism was halted. To support NZ's fragile tourism economy, we needed to convince New Zealanders to explore and spend in New Zealand like an international tourist would.

We launched Do Something New New Zealand.

A completely integrated campaign that constantly found new ways to encourage New Zealanders to do new.

It became famous, changed attitudes, and delivered an ROI...

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