By Tourism New Zealand is ramping up its efforts to entice Australian tourists with the new ‘If You Seek Stories’ campaign. Partnering with TWBA\Sydney, the campaign aims to highlight the diverse landscapes and unique experiences that New Zealand offers. The initiative is designed to inspire Australians to explore Aotearoa and return with unforgettable stories to share with friends and family.
A Fresh Approach to Storytelling in Travel
The ‘If You Seek Stories’ campaign marks a new chapter in Tourism New Zealand’s marketing strategy. By focusing on storytelling, the campaign seeks to connect with Aussies on a personal level, encouraging them to create their own memorable experiences in New Zealand.
Directed by Mark Albiston of The Sweetshop, the campaign features an Aussie heroine who embarks on a journey through various iconic New Zealand locations. The narrative is crafted to showcase activities such as heli-biking at Kaimanawa Alpine Adventures, oyster tasting at Waiheke Distilling Co, and relaxing in the hot pools at Wairakei Terraces.
Andrew Waddel, Tourism New Zealand’s Australia General Manager, emphasized the importance of stories in travel. “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,” he said. This approach not only promotes tourism but also builds a community of ambassadors who can spread the word about their positive experiences.
Multichannel Strategy to Engage Audiences
The campaign utilizes a multichannel approach, ensuring that the message reaches a wide audience through various platforms. This includes out-of-home (OOH) advertising, digital media, and social media channels, all designed to reveal more about the heroine’s New Zealand adventures.
Key Elements of the Campaign:
- Heli-Biking at Kaimanawa Alpine Adventures: An exhilarating way to explore New Zealand’s rugged terrains.
- Oyster Tasting at Waiheke Distilling Co: A unique culinary experience highlighting local flavors.
- Soaking in Hot Pools at Wairakei Terraces: Perfect for relaxation and wellness.
By showcasing these diverse activities, the campaign appeals to different interests, whether it’s adventure, food, or relaxation, ensuring that there is something for every type of traveler.
Visual Appeal and Emotional Connection
The visual components of the ‘If You Seek Stories’ campaign are meticulously crafted to captivate the audience. Stunning imagery of New Zealand’s landscapes serves as an engaging backdrop, while the storyline of the Aussie heroine creates an emotional connection with viewers.
- Helicopter Scenes: Highlighting the breathtaking aerial views of New Zealand’s mountains and valleys.
- Culinary Experiences: Showcasing the vibrant food scene and local delicacies.
- Wellness Retreats: Emphasizing the tranquility and beauty of natural hot pools.
These visual elements not only attract attention but also inspire viewers to imagine themselves in those scenarios, making the idea of traveling to New Zealand more appealing and attainable.
Impact and Future Directions
Since its relaunch in July 2024, the ‘If You Seek Stories’ campaign has been well-received, with a strong emphasis on year-round promotion. Tourism New Zealand aims to maintain momentum by continuously updating the campaign with new stories and experiences, keeping the content fresh and relevant.
Future Plans Include:
- Expanding Content: Introducing new locations and activities to keep the campaign dynamic.
- Interactive Elements: Incorporating user-generated content to engage the audience further.
- Collaborations: Partnering with more influencers and creatives to broaden the campaign’s reach.
Tourism New Zealand is committed to evolving the campaign to meet the changing interests and preferences of Australian travelers, ensuring sustained interest and engagement.
Community and Cultural Emphasis
A significant aspect of the campaign is the emphasis on manaakitanga, or hospitality, which is a core value in New Zealand’s culture. The campaign highlights the welcoming nature of New Zealanders, reinforcing the idea that visitors will feel at home and supported throughout their journey.
- Hospitality: Showcasing the friendly and welcoming attitude of locals.
- Cultural Experiences: Highlighting traditional Maori culture and contemporary New Zealand traditions.
- Community Engagement: Encouraging travelers to participate in local events and activities.
This cultural emphasis not only enriches the travel experience but also fosters a deeper appreciation and respect for New Zealand’s heritage and community values.