Tourism New Zealand has launched its new tourism campaign designed to motivate its largest pre-COVID international visitor market to head across the ditch.
Created via Special Group, the ‘Stop Dreaming about New Zealand, and Go!’ campaign features an Australian who dreams about New Zealand and is then guided through a range of the country’s attractions including national parks and stargazing with a surreal giant Kiwi.
Tourism New Zealand CEO René de Monchy said the new campaign seeks to inspire Aussies to stop dreaming and seize the opportunity to visit the Land of the Long White Cloud.
“Despite record numbers of Kiwis doing something new and travelling domestically, there is an estimated $12.9 billion annual gap from the loss of international visitors,” he said.
“The return of Australian visitors will go some way to helping reduce this gap, with both domestic and Australians about 70 per cent of the pre-COVID visitor market.”
“The campaign is designed to tap into people’s renewed desire to explore and showcases New Zealand’s natural environment, experiences and the warm welcome of our people.
“We are seeing longer itineraries being booked by Australians, which helps support travel to more remote locations within New Zealand.”
The campaign has been launched ahead of the New Zealand ski season, which is tipped to be a major driver of travel for Aussies over winter.
To support the tourism industry to leverage the new work, Tourism New Zealand has developed a toolkit that provides an overview of the campaign, as well as creative assets and details how partners can get involved through their own channels.