Proud to be a Kiwi? We Like to do Things Differently

 Proud to be a Kiwi? We Like to do Things Differently

I like this campaign. It ticks two very important criterion for me regarding communications during this pandemic; one, it is positive and showcases moving forward; and two, it’s just damn quirky, ensuring the right type of attention will be received.

 

Faced with a crumbling industry (tourism), but a long term optimise (or desperation), it is fantastic to see the New Zealand Tourism Board thinking beyond the sh1tstorm; ie; looking at generating interest where it can, in an upbeat and relevant way. International tourist numbers may have withered away to close to zero; but local tourists are sufficient in numbers to prop up the industry in the short to medium term.

 

The solution, bring a bit of cheer to the public, as well as to the industry. Rallying consumers to be proactive, almost competition like, and have a little bit of fun along the way (all of society is in need of that) not only helps to promote the industry for the immediate future, but it also inspires the future – both for industry players, and for international tourists once the borders reopen. A decent win-win for all in relatively bleak times.

 

New Zealand is sick of your cliche travel photos and wants you to get creative.

 

We’ve all grown a bit tired of seeing the same exact travel photos on social media, especially in the world’s most picturesque destinations. Well, New Zealand is sick of it too. That’s why they’re launching a new tourism campaign designed specifically to encourage travellers to get more creative with their photography and stop copying pictures they see online.

 

To promote this message, the tourism board released a video starring comedian Tom Sainsbury as a member of the “Social Observation Squad.” He follows tourists to some of New Zealand’s most notable landscapes and urges them to get a little more creative.

Sainsbury says in the video, “I’ve been alerted to a situation that’s been happening a lot lately. People have been seeing those photos on social media, and they’re going to great lengths to copy them. You know them. Hot tub back shot. Man sits quietly on the rock contemplating. Hot dog legs.”

 

The initiative is part of the New Zealand tourist board’s broader “Do Something New” campaign, which encourages travellers to find unique ways to experience New Zealand and express themselves. And since the country’s borders are closed to most international travellers right now due to COVID-19, you have plenty of time to brainstorm creative photos before your next trip.

 

[New Zealand wants travelers to get creative with their photos (matadornetwork.com)]