Tourism New Zealand: NZ Says '39'

Tourism New Zealand, a tourism board, increased tourism appeal in Japan by launching a thank you campaign at the 2019 Rugby World Cup hosted in Japan.

'NZ Says 39' Summary

Tourism New Zealand's campaign "NZ says 39" is a rare tourism campaign.

It focused on making a hero of another country, not itself.

The 2019 Rugby World Cup in Japan was a time of deep national pride and we realised we needed to put Japan first rather than ourselves. So we paid our respects to the people of Japan by creating a gesture of thanks for their generous hospitality towa