Amidst that pandemic we’re all sick of talking about, New Zealand needed to promote domestic tourism to help close the $12.9 Billion gap left from international visitors.

We noticed that many of the Kiwis who were travelling around were visiting the same well-known tourism destinations in pursuit of taking the same influencer-style photos, which left other regions struggling and our social feeds all looking, well… the same.

So to encourage NZers to explore more of our country and entice others to do the same through their social photos, we launched a campaign asking the nation to stop travelling under the “social influence” and share something new.

Within 24 hours, the campaign made global headlines (BBC, The Guardian, New York Times etc.), attracting over 1.47 Billion organic global reach, convincing NZers to get more creative with their domestic holidays.