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Tourism New Zealand has revitalised its 100% Pure New Zealand global brand campaign, “IF YOU SEEK,” with a renewed emphasis on showcasing the country’s year-round experiences.
Tourism New Zealand chief executive René de Monchy highlighted the success and future direction of the campaign.
He says “IF YOU SEEK has been incredibly successful over the last two years supporting tourism recovery. Tourism is now New Zealand’s second-largest export earner, and it’s important we maintain that momentum. Our focus now is on inspiring travellers to choose Aotearoa New Zealand at all times of the year. The campaign has helped drive record high preference for New Zealand as a visitor destination. We know 46% of people who are seriously considering visiting New Zealand have us at the top of their bucket list. This puts Tourism New Zealand in a great position to convert that desire into bookings.”
The updated campaign content highlights New Zealand as a year-round destination, emphasising the country’s warm welcome, unique culture, stunning landscapes, and world-class foodie experiences.
The new content features diverse regions and experiences from across the country, including Manea Footprints of Kupe in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough, and Skylark Lodge in the Mackenzie District.
Tourism New Zealand’s new four-year strategy aims to grow international tourism revenue by $5 billion, reaching $13.2 billion by 2028, with 70% ($3.5 billion) of the growth expected from off-peak visits. Mr. de Monchy stated that expanding off-peak tourism supports the government’s goal to double the value of exports over the next ten years and helps alleviate seasonal challenges faced by New Zealand’s tourism industry.
Launched in August 2022, “IF YOU SEEK” was Tourism New Zealand’s first global campaign since the borders reopened. In the release, René de Monchy added, “The refreshed IF YOU SEEK campaign means our global brand activity is fit-for-the-future and will continue to work hard for us, showcasing the exceptional experiences Aotearoa New Zealand offers across all seasons.”
Tourism New Zealand’s consumer website, newzealand.com, and trade channels will be updated with content focusing on tourism experiences best suited for off-peak seasons. Additionally, resources to support and educate trade partners on how to best sell a New Zealand holiday between March and November will also be published.
