Tourism New Zealand: Do Something New, New Zealand

Rory Gallery, Sophie Cairns

Tourism New Zealand, a tourist organisation, launched a campaign in New Zealand to drive brand fame, change attitudes and behaviour, and deliver a commercial impact on the economy.

Campaign details

Brand: Tourism New ZealandBrand owner: Government of New ZealandEntrant company: Special AucklandIdea creation: Special AucklandMarket: New ZealandSector: Destinations & locationsMedia channels: Integrated, Magazines - business, trade, Online video, Outdoor, Out-of-home, Public relations, Social media, Television & Connected TVBudget: 5 - 10 million

Executive summary

COVID-19.

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...

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