Tourism New Zealand has partnered with TBWA\Sydney for its latest campaign, “If You Seek Stories” to encourage Australians to think of New Zealand as a holiday destination you return from with stories.
“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,” said 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,” added Waddel.
“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,” said Evan Roberts, chief creative officer, TBWA\Sydney.
“By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring Aussies to create their own,” said Roberts.
Directed by Mark Albiston of The SweetShop, the films feature one Aussie unpacking the twists and turns of her New Zealand story as she travels through different locations.
Experiences include helibiking at Kaimanawa Alpine Adventures, oyster tasting at Waiheke Distilling Co, and soaking in hot pools at Wairakei Terraces.
The campaign is showing across film, OOH, digital, and social.
Credits:
Client – Tourism New Zealand
If You Seek Stories campaign – TBWA
Original If You Seek global platform – DDB
Production Company – The SweetShop
Director – Mark Albiston
MDs – Greg Fyson & Edward Pontifex
EP – Kate Roydhouse
Producer – Andy Mauger
DOP – Marty Williams
Post – ARC
Editor – Harrison Carr
Colourist– Alana Cotton
Music – Otis Studios
Media Agency – Mindshare
