In Aotearoa New Zealand, we have a strong connection to the land, mountains, rivers and oceans. Not seeing them as landmarks, but as ancestors who are part of us and should be cared for and treated with respect.

So to encourage overseas visitors to help protect and preserve our home while travelling around, we developed a new campaign promoting the Tiaki Promise – a shared kaupapa of Tourism New Zealand, Air New Zealand, NZ Māori Tourism and more.

The campaign presented our sky, earth, forests and water as our ancestors, educating our overseas audiences of their cultural significance and asking them to make a promise to who we consider our sacred guardians.