Tourism NZ launches new Aus-targeted campaign

Tourism New Zealand has launched a new travel campaign, aimed at getting Australians back across the ditch, created in partnership with Special Group.

The campaign, titled ‘Stop Dreaming about New Zealand, and Go!’ features an Australian’s surreal dream about visiting a range of New Zealand’s best sites and well-known activities.

The campaign was released just as New Zealand COVID-19 response minister Chris Hipkins announced his intention to pause the travel bubble between New South Wales and New Zealand yesterday (6 May), following the discovery of two new cases in the state. Other states are yet to be impacted by the latest COVID outbreak.


Tourism New Zealand chief executive René de Monchy said: “The work seeks to inspire Australians to stop dreaming and encourage them to seize the opportunity to come to New Zealand.”

Australia was New Zealand’s largest visitor market prior to the pandemic, with marketing lead at Tourism New Zealand saying: “We know travelling overseas is one of the most missed activities for Australians, who previously made up 40% of international arrivals to New Zealand. We wanted to remind our friends over in Australia that New Zealand’s beautiful landscapes, wide open spaces, and welcoming people are only a short flight away.”

Tom Martin, COO and partner at Special Group Australia, said: “After being confined to Australia for over a year, Australians everywhere have been dreaming of quarantine-free travel, and New Zealand is now ready and waiting. We wanted to create the New Zealand version of that dream, filled with the tone and down-to-earth charm that Kiwis are famous for.”

The campaign follows an Australian’s guided dream alongside a New Zealander through some of the country’s top attractions, such as a vineyards and National Parks, ending in a hot tub, stargazing beside a giant Kiwi.

The campaign was released with a partner toolkit.

“The campaign is designed to tap into people’s renewed desire to explore and showcases New Zealand’s natural environment, experiences and the warm welcome of our people,” said de Monchy.

The campaign was launched in Australia on 6 May and will run for 12 weeks across all major channels including cinema, TV, on demand, OLV, social, radio, digital audio, digital display, and will be supported by PR and trade activity.

The campaign launch is timed ahead of the New Zealand ski season, set to be a major attraction for Australians visiting over the winter months.

Destination Queenstown interim chief executive, Ann Lockhart, said: “Australia is a hugely important visitor market for Queenstown.”


Tourism New Zealand
General Manager (Australia) – Andrew Waddel
Marketing Manager (Australia) – Declan Malone
Campaign Manager(Australia) – Lauren Kerr
Global Brand & Content Manager – Jill Chestnut
Brand & Content Manager – Jaime Reid
Senior PR Executive (Australia) – Emma Reyes

Special Group Australia
CCO/Partner: Tom Martin
CCO/Partner: Julian Schreiber
CEO/Founding Partner: Lindsey Evans
Founding Partner: Cade Heyde
Creative: Wayne Ching
Creative: Alex Antoniou
Business Director: Rebecca Grant
Business Manager: Meri Stewart
Strategy Director: Anna Bollinger
Strategist: Kellie Box
Executive Producer: Paul Johnston/ Bill Doig

Special Group New Zealand
CEO/CCO: Tony Bradbourne
Head of Strategy: Rory Gallery
Creative: Tom Johnson
Integrated Producer: Sally Lankshear

Production Company – Finch
Director – The Bobbsey Twins
Cinematographer -Ginny Loane NZCS
Managing Director – Corey Esse
Executive Producer – Loren Bradley
Producer – Sarah Cook
Edit House -Arc Edit
Editor – Jack Hutchings
Post Producer – Adriana Arriaga
Post Production – Blockhead
Colorist – Dave Gibson
Online Operator – Richard Betts
Animator -Blockhead
VFX Supervisor – Stefan Coory




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