DDB Group Aotearoa and Tourism New Zealand Encourage People to ‘Leave their Shoes at the Door’ When Visiting

IF YOU SEEK was first launched in 2022, in order to increase visitors to New Zealand following the COVID-19 pandemic. After two years of success driving some of the highest levels of preference that destination New Zealand has ever experienced, Tourism New Zealand is taking the campaign in a new direction to encourage people to consider off-peak when they are planning their holiday.

DDB Group Aotearoa’s creative director, Veronica Copestake says “in the new evolution of IF YOU SEEK we wanted to encourage manuhiri (visitors) to follow in the footsteps of our ancestors, grounding themselves in our home, leading to a richer, more rewarding experience. Plus, it’s a very Kiwi thing to go around barefoot.”

To build out this campaign, the team didn’t have to go far, using New Zealand’s backyard to highlight the breadth of experiences that tourists can indulge in throughout the March-November off-peak season (shoeless, of course). Including cultural connections at Manea Footprints of Kupe in Northland, incredible wine at Cloudy Bay in Marlborough and stargazing from a private bathtub at Skylark Cabin in Mackenzie.

“The refreshed IF YOU SEEK campaign means our global brand activity is fit-for-the- future and will continue to work hard for us,” Tourism New Zealand’s René de Monchy said.  

“In this campaign we’ve showcased the exceptional experiences Aotearoa New Zealand offers across all seasons.”

Tourism New Zealand will be updating their website and trade channels with content focused on experiences best suited to off-peak seasons. Resources to support and educate their trade partners on how best to sell a New Zealand holiday between March-November are also being developed.