To the bemusement of many (this reporter included), the government launched a new travel campaign last week. It’s the latest bid to rejuvenate our tourism sector.
With the slogan “Everyone must go!”, Prime Minister Christopher Luxon says the Tourism NZ campaign will encourage our Australian neighbours to pay a visit.
I might be new-ish to the marketing and advertising industry, but I don’t think closing down sale vibes are the way to attract new tourists. And I’m not alone.
Auckland-based Academy Agency reckons the campaign could be improved and, after a gentle nudge from StopPress, have released one of their great “If I was the Marketing Manager” videos. More on that later.
Unlike the well-known and award winning 100% Pure New Zealand campaign – which turned 25 in 2024 – this new campaign from Tourism NZ is being recognised for all the wrong reasons.
‘Totally and utterly tragic‘
Despite its backdrop of beautiful scenes – hiking, mountain biking, a vineyard – the campaign, which is costing taxpayers $ 500,000, has had mixed responses.
National outlets have reported with gusto as Kiwis both mocked and shared their displeasure over the key slogan and tag lines that appear to liken Aotearoa to an item in a clearance bin, or just generally for sounding desperate.
The tourism sector, an important part of the New Zealand economy, has struggled to bounce back since the Covid-19 pandemic. At the campaign launch, Tourism Minister Louise Upston said visitor numbers from Australia are 88% of what they were in 2019.
Luxon added his job is to get Aotearoa top of the bucket list for Australians – their next holiday pick over Costa Rica, Thailand or Bali. He told media that it would be “totally and utterly tragic if those Australians didn’t get here before they die”.
In reporting by RNZ, opposition parties, Labour and Greens strongly criticised the campaign. While growing the tourism sector is an important goal, this initiative offers little long-term vision, says Labour’s tourism spokesperson Cushla Tanagaere-Manuel.
She adds that many regions have expressed concerns about struggling tourism infrastructure that this campaign makes no moves to address.
Meanwhile, Tourism NZ, who worked with TBWA\ Australia on the campaign told RNZ it is a playful take, describing as specific and tactical and aiming to drive 5000 additional Australians to Aotearoa in autumn.
International media also joined the fray, with the likes of the BBC, The Guardian and CNN reporting on the controversial campaign – with many calling it “tone-deaf” with Aotearoa facing record numbers of people leaving the country.
‘Don’t go to New Zealand‘
But, luckily Auckland-based Academy Agency have come to the table with some suggestions on how to make this campaign better.
“Instead of trying to capture the entire Australian public, we’ll evoke an emotional response from specific Australian groups, who are most likely to come,” says the agency’s Chief Brand Officer Harry Dalton.
In an Instagram Reel posted on Sunday night, Dalton details a two-step plan: first, target subcultures like surfers, mountain bikers and skiers, encouraging them to engage in those activities here where beaches and mountains are much quieter than in Australia.
“This means if you come to New Zealand, you’ll have more time surfing, more time riding and more time having fun in the snow.”
Second, rename the campaign “Don’t go to New Zealand” – classic tongue-in-cheek Aussie banter, says Dalton.
He describes the image of a famous surfer in front of a quiet beach with pumping surf saying, “Mate, absolutely packed out here.”
It’s a campaign plan that celebrates the beautiful landscapes in Aotearoa, attempts to solve a problem specific groups of Australian have and throws some humour in for good measure.
“So, NZ Tourism,” asks Dalton at the end of the video, “where the bloody hell are ya?”
Have you got thoughts on the matter? 
The post Everyone must go Tourism NZ campaign is no 100% Pure… But this might just work appeared first on stoppress.co.nz.