Tourism New Zealand’s New Campaign: If You Seek
New Campaign
Tourism New Zealand is calling on international travelers to experience transformational tourism with the campaign “If You Seek,” launching globally.
Values Based
“If You Seek,” encourages travelers to learn and practice two of New Zealand’s values: manaakitanga, which is a deep expression of hospitality and understanding, and kaitiakitanga, which is a call to be a guardian and steward of the environment.
Details
The campaign includes videos across social media and television channels in North America and the United Kingdom. The videos feature sensory experiences that combine some of New Zealand’s greatest attractions with its culture, natural environment and people to showcase the relationship between a traveler and his or her destination.
A suite of 18 short films teases the diversity of the destination’s distinct local culture, generosity and famed natural beauty – suggesting the true magic of New Zealand is reserved for the inquisitive traveler, in quest of authenticity and discovery.
In accompaniment to the 18 sensory visuals, a commanding 60 second manifesto film further summons seekers to explore the power of New Zealand. Numerous iterations bring ‘IF YOU SEEK’ to life across paid, owned, earned and trade channels as the organization continues to support the recovery of the sector.
Quotable
“We are encouraging manuhiri (visitors) to immerse themselves in New Zealand’s unique culture, people and natural environment and see, feel, hear, touch and smell the magic of this country. We want to reward those curious enough to look a little deeper and go a little further to discover more authentic, meaningful connections,” said Rene de Monchy, Tourism New Zealand’s Chief Executive.