Tourism New Zealand wants Aussies to write their own stories, via TBWA\Sydney
Tourism New Zealand is leveraging the power of storytelling to encourage Australians to take a trip across the Tasman Sea, via a collaboration with TBWA\Sydney.
The tourism company’s ‘If You Seek Stories’ campaign is a localised version of its international brand platform, ‘If You Seek’. The Australian iteration of the campaign is designed to place New Zealand as a premier holiday location that provides Australians with memorable experiences and stories they can tell when they return home.
“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,” said Tourism New Zealand Australia’s general manager, Andrew Waddel.
“With the combination of experiences in close proximity and the manaakitanga, or hospitality, of New Zealand’s people, stories just happen in Aotearoa New Zealand.
“Sure, there’s also jaw-dropping scenery, deeply relaxing experiences and adventure around every corner,” Waddel added.
“But when you’re open to it, the country will open up to you and deliver an experience you simply don’t get anywhere else, like abseiling into a cave filled with glow worms, and that stays with you.”
The campaign’s film was directed by The SweetShop’s Mark Albiston. In it, an enthusiastic Australian recounts her time in New Zealand while shifting through several locales. Her experiences cover several activities, including relaxing in Wairaki Terraces’ hot pools, tasting oysters at Waiheke Distilling Co, and engaging with heli-biking at Kaimanawa Alpine Adventures.
“Aussies think they know New Zealand and are often quick to overlook a holiday there in favour of a more predictable trip to a far-flung destination. We wanted to show people that all sorts of stories can unfold in Aotearoa New Zealand if you’re open to it,” TBWA\Sydney’s chief creative officer, Evan Roberts.
“By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring Aussies to create their own.”
Playing across social, out-of-home (OOH), digital and film platforms, each of the aforementioned channels unveils more of the traveller’s story.
Credits
Client – Tourism New Zealand
If You Seek Stories campaign – TBWA
Original If You Seek global platform – DDB
Production Company – The SweetShop
Director – Mark Albiston
MDs – Greg Fyson & Edward Pontifex
EP – Kate Roydhouse
Producer – Andy Mauger
DOP – Marty Williams
Post – ARC
Editor – Harrison Carr
Colourist– Alana Cotton
Music – Otis Studios
Media Agency – Mindshare
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Andrew Waddel
Evan Roberts
Mark Albiston
TBWA\Sydney
The Sweetshop
tourism
Tourism New Zealand
Tourism NZ
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