AUCKLAND, Today: Tourism New Zealand’s local campaign, If You Seek Stories, is a spin on their global If You Seek brand, aiming to spark Aussies’ interest in New Zealand as a story-filled holiday destination.
“Stories are the one thing we’re guaranteed to bring back home to share with friends and family, ultimately creating advocates through our visitors in the process.
“With the combination of experiences in close proximity and the manaakitanga, or hospitality, of New Zealand’s people, stories just happen in Aotearoa New Zealand,” says Andrew Waddel, General Manager – Tourism New Zealand Australia.
“Sure, there’s also jaw-dropping scenery, deeply relaxing experiences and adventure around every corner. But when you’re open to it, the country will open up to you and deliver an experience you simply don’t get anywhere else, like abseiling into a cave filled with glow worms, and that stays with you.”
“With the combination of experiences in close proximity and the manaakitanga, or hospitality, of New Zealand’s people, stories just happen in Aotearoa New Zealand.” – Andrew Waddel
Evan Roberts, CCO of TBWA\Sydney, adds, “Aussies think they know New Zealand and are often quick to overlook a holiday there in favour of a more predictable trip to a far-flung destination. We wanted to show people that all sorts of stories can unfold in Aotearoa New Zealand if you’re open to it.”
“By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring Aussies to create their own,” he explains.
Directed by Mark Albiston of The SweetShop, the films follow a spirited Aussie as she navigates the twists and turns of her New Zealand story, exploring places like Kaimanawa Alpine Adventures, Waiheke Distilling Co, and Wairakei Terraces.
Each part of the campaign – film, OOH, digital, social – gradually reveals more of her story, inviting viewers to find their own adventure and create lasting memories in Aotearoa New Zealand.
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