AUCKLAND, Today: Tourism New Zealand has kicked off the refreshed 100% Pure New Zealand IF YOU SEEK campaign with Takitoru. This campaign highlights year-round experiences in New Zealand.
Launched in 2022, IF YOU SEEK aimed to boost post-COVID tourism. After two successful years, the campaign now encourages off-peak travel planning.
DDB Group Aotearoa’s Creative Director, Veronica Copestake, says, “in the new evolution of IF YOU SEEK we wanted to encourage manuhiri (visitors) to follow in the footsteps of our ancestors, grounding themselves in our home, leading to a richer, more rewarding experience. Plus, it’s a very Kiwi thing to go around barefoot.”
“In this campaign we’ve showcased the exceptional experiences Aotearoa New Zealand offers across all seasons.” – René de Monchy
The campaign showcases New Zealand’s diverse experiences during the off-peak season, from March to November. Highlights include cultural connections at Manea Footprints of Kupe in Northland, wine at Cloudy Bay in Marlborough, and stargazing at Skylark Cabin in Mackenzie.
“The refreshed IF YOU SEEK campaign means our global brand activity is fit-for-the-future and will continue to work hard for us,” Tourism New Zealand’s René de Monchy said.
“In this campaign we’ve showcased the exceptional experiences Aotearoa New Zealand offers across all seasons.”
Tourism New Zealand will update their website and trade channels with content focused on off-peak experiences. They’re also developing resources to help trade partners sell New Zealand holidays from March to November.
CREDITS
Tourism New Zealand credits
General Manager, Marketing: Kathryn Cunningham
Global Manager Brand & Experience: Jill Chestnut
Senior Brand and Content Manager: Ella Frater
Brand and Content Manager: Krysia Drecki
Agency credits: DDB Group Aotearoa, Takitoru
Production Company: Good Oil
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Director: Joel Kefali
DOP: Marty Williams
Colourist: Matic Prusnik
Post production Online: Stu Bedford
Editor: Dan Kircher
Composer/Music: Cam Ballantyne, Beatworms
VO: Willy Davis (c/o Talking Heads)
Media Agency: Mindshare
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