Tourism New Zealand has updated its ‘If You Seek’ global brand campaign to promote Aotearoa New Zealand as a year-round destination and encourage off-peak visitation, aiming to increase international tourism by NZD$5 billion to NZD$13.2 billion by 2028.
The campaign will highlight off-peak seasonal experiences, with 70 per cent of growth expected to come from off-peak visits, totaling NZD$3.5 billion.
Updated Campaign Strategy
Tourism New Zealand’s consumer website, newzealand.com, and trade channels will be updated with content focusing on tourism experiences for off-peak seasons, including regions like Northland, Auckland, and Marlborough.
Resources will be developed to support and educate trade partners on how to sell a New Zealand holiday between March and November, featuring experiences like Manea Footprints of Kupe and Waka Abel Tasman.
The new content will showcase the country’s diverse regions and experiences, including Cloudy Bay in Marlborough and Skylark Lodge in the Mackenzie District.
Additionally, the updated campaign will provide trade partners with the tools and knowledge to effectively promote Aotearoa New Zealand as a year-round destination, highlighting the unique experiences and activities available during the off-peak seasons.
This will enable trade partners to better cater to the needs of travelers who are looking for alternative destinations and experiences during the off-peak periods, ultimately driving growth in international tourism.
Campaign Features
The ‘If You Seek’ 2.0 campaign features a hero 30-second video and 15-second posts highlighting off-peak experiences, building on the success of the previous campaign, which included a luxury trade famil.
First launched in August 2022, the campaign drove some of the highest levels of preference for the destination, with 46 per cent consideration, and Tourism New Zealand believes it is now in a great position to convert that desire into bookings.
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Chief Executive Rene de Monchy said the campaign will showcase the exceptional experiences Aotearoa New Zealand offers across all seasons, supporting tourism recovery and maintaining momentum as the country’s second-largest export earner.
“If You Seek has been incredibly successful over the last two years supporting tourism recovery,” he said, adding that the focus is now on inspiring travelers to choose Aotearoa New Zealand at all times of the year.
As the tourism industry continues to evolve, it’s clear that Aotearoa New Zealand’s unique blend of natural beauty and cultural experiences makes it an attractive destination for travelers, regardless of the time of year.
The campaign’s success can be attributed to its ability to effectively showcase the country’s diverse regions and experiences, and the updated campaign is expected to build on this success by providing a more full and engaging experience for potential travelers.
For more information on the ‘If You Seek’ 2.0 campaign and Tourism New Zealand’s efforts to promote off-peak visitation, visit traveltrade.newzealand.com.
Tourism New Zealand’s updated campaign strategy is a key part of its efforts to achieve its growth goals, and the organization is confident that its focus on off-peak visitation will help to drive tourism growth and support the country’s economy.
The organization’s commitment to promoting Aotearoa New Zealand as a year-round destination is expected to have a positive impact on the tourism industry, and the updated campaign is an important step towards achieving this goal.
By providing trade partners with the necessary tools and resources to effectively promote the country, Tourism New Zealand is well-positioned to increase international tourism and support the growth of the industry.
