Campaign Destination

#DoSomethingNewNZ, Social Media Campaign by Tourism New Zealand (NZ)

Do something new in New Zealand, don't travel under social influence.

Launched on January 26th 2021, #DoSomethingNewNZ is social media based campaign that aimed to infuse something ‘new’ into travellers’ holiday plans, whether that is a brand new region or something new in New Zealand.

As part of marketing campaign strategy, The Crown agency, which is responsible for promoting New Zealand tourism, create several videos that spread the simple message “Please don’t travel under the social influence.” All of the video campaign is also asking travellers to share something new on social media – rather than resort to tired old tropes.

Travelling Under the Social Influence video ad campaign
Travelling Under the Social Influence, Man on a Rock video campaign
Travelling Under the Social Influence, Run Me Over Risk Shot video campaign

According Tourism NZ, it noticed that the same pictures or poses kept coming up, time and time again, no matter the location. There are so many incredible things to do in New Zealand, beyond the social trends.

Kiwis who used the #DoSomethingNewNZ hashtag on Instagram to share their creative travel snaps before the end of February would go in the draw to win a $500 domestic travel voucher.

All of the #DoSomethingNewNZ’s videos is build on Tourism NZ’s “Do Something New” domestic tourism campaign, which was launched last May (2020) in response to the borders closing because of the Covid-19 pandemic.

Do Something New, New Zealand ft. Madeleine Sami and Jackie van Beek video campaign
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