Tourism New Zealand Tells Australians to ‘Stop Dreaming About New Zealand and Go'

Tourism New Zealand has launched its first major campaign since quarantine-free travel opened between Australia and New Zealand. Titled ‘Stop Dreaming about New Zealand and Go’, the campaign was created in partnership with Special Group, and aims to encourage Australians to seize the opportunity to travel to New Zealand.

Highlighting both the welcoming people and stunning landscapes of New Zealand, the campaign is centred around a dreaming Australian and a New Zealand guide as they experience a literal ‘dream’ holiday in New Zealand. Throughout the dream, the pair take part in a range of experiences, such as fine dining, jet boating, cycling through a vineyard, and star gazing in a hot tub. 

Declan Malone, marketing lead - Australia for Tourism New Zealand, said: "Stop Dreaming about New Zealand and Go’ aims to spark the emotional longing in Australians to experience a unique and meaningful New Zealand holiday.

“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."

“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,” said Tom Martin, CCO and partner, Special Group Australia. “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 will launch in Australia on 6th May and 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.