Tourism New Zealand and TBWA\\Sydney have debuted a new campaign, 'If You Seek Stories'. This campaign is a local interpretation of Tourism New Zealand’s global brand campaign, ‘If You Seek’.

The goal of the campaign is to ignite interest among Australians in New Zealand as a holiday destination from which they return with unforgettable stories.

The campaign includes film, out-of-home, digital, and social elements, each revealing more of the story and encouraging viewers to seek their own story in New Zealand. The films, directed by Mark Albiston of The Sweet Shop, feature an Australian travelling through different locations in New Zealand, including Kaimanawa Alpine Adventures, Waiheke Distilling Co, and Wairakei Terraces.

Andrew Waddel, General Manager - Tourism New Zealand Australia, 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.

“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.”

Evan Roberts, CCO TBWA\\Sydney, said, Aussies 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. By using New Zealand landscapes and experiences as a backdrop to tell deeper stories, we’re inspiring Aussies to create their own.”

The original 'If You Seek' global platform was created by DDB. The media agency for the campaign is Mindshare.