Aims to ignite Australians’ interest in New Zealand as a holiday destination.
‘If You Seek Stories’ via TBWA, a local interpretation of Tourism New Zealand’s 100% Pure global brand campaign ‘If You Seek’, aims to ignite Australians’ interest in New Zealand as a holiday destination you return from with unforgettable stories.
Tourism New Zealand Australia's general manager Andrew Waddel said 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.
“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,” he said.
“Sure, there’s also jaw-dropping scenery, deeply relaxing experiences and adventure around every corner. 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.”
TBWA Sydney CCO Evan Roberts said Australians 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," he said.
“By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring
Aussies to create their own.”
The films, directed by Mark Albiston of The SweetShop, feature one plucky Aussie, unpacking the twists and turns of her New Zealand story as she travels through different locations.
Experiences include heli-biking at Kaimanawa Alpine Adventures, oyster tasting at Waiheke Distilling Co, and soaking in hot pools at Wairakei Terraces.
Each element of the campaign – film, OOH, digital, social – reveals more of her story, rewarding the viewer and encouraging them to seek their own story in Aotearoa New Zealand.
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
