Tourism New Zealand’s recent advertisement campaign, ‘Traveling under the social influence,’ has garnered mixed reactions from the public. The initiative, aimed at discouraging repetitive influencer-inspired photographs in popular tourist areas, raises discussions about its effectiveness and timing.
The world of tourism marketing is tricky, particularly amidst a global pandemic. New Zealand, having largely contained COVID-19, faces unique challenges and opportunities in targeting its domestic and neighbouring Australian visitors. This campaign attempts to address overtourism concerns, but amidst the current travel climate, its approach is under scrutiny.
Tourism New Zealand launched the “Traveling under the social influence” campaign as a part of their “Do Something New, New Zealand” initiative. It encourages tourists to avoid taking clichéd, influencer-inspired photos. Using Kiwi humour, the campaign employs comedic storytelling to promote unique travel experiences.
The campaign’s comedic tone, featuring actor Tom Sainsbury as a ranger from the “Social Observation Squad,” adds levity. However, viewers question the campaign’s message, given the low influx of international tourists due to the pandemic.
Yet, the emphasis on altering social media habits raises discussions. Is influencer culture a pressing issue when travel is restricted? The campaign challenges the relevance of such a message now.
New Zealand’s closed borders mean the ads largely address domestic tourists. It’s uncertain, though, whether the approach aligns with post-pandemic travel optimism, especially compared to other campaigns, like Australia’s family reunion ads.
This campaign prioritises social media culture over immediate travel safety. Some view this as premature, advocating for messaging that promises future travel and reconnection.
Emphasising social media over core tourism challenges seems misaligned with current global conditions. It’s critical to consider practical recovery strategies.
Evaluating New Zealand’s strategy reveals the intricate balance in tourism marketing today. Its humour and creativity are acknowledged, but the timing and message’s relevance remain points of contention. The campaign underlines a broader issue: how to effectively communicate in a pandemic-altered tourism landscape.
New Zealand’s campaign offers innovation and humour, engaging diverse audiences during uncertain travel times. However, its timing amid global travel restrictions underlines the broader challenge of current tourism marketing.