Ever since it reopened its borders to foreign tourists last month, New Zealand has been aggressively promoting the destination to visitors from around the world. Armed with an aggressive marketing campaign, If You Seek, the tourism body of the All Blacks is hoping to propel a rapid recovery of its tourism and hospitality sector.
According to a press release, “If You Seek” is a call to all visitors who wish to seek more through extraordinary travel experiences. The campaign captivates viewers via alluring perspectives of the destination’s people and places. In India, key trade partners like Thomas Cook, MakeMyTrip & Kulin Kumar Holidays have been roped in for the campaign, whose objective is to convert pent-up demand for New Zealand through these partnerships to boost recovery.
The press release adds that New Zealand rewards those curious enough to look a little deeper and go a little further to discover more authentic, meaningful connections while travelling. ‘‘The true magic of Aotearoa (New Zealand) is reserved for the manuhiri [visitors] who immerse, embrace, and respect its unique culture, people and natural environment. Building on the country’s rich Māori values of manaakitanga reflecting a deep expression of hospitality and reciprocal understanding/connection and kaitiakitanga or guardianship and care for the environment. ‘If You Seek’ is an amalgamation of sensory and spiritual senses that showcases New Zealand’s unique people and places.
“With If You Seek we want to tap into the curiosity of manuhiri [visitors] who love adventure, nature, and true connections with people. Through this campaign, Aotearoa New Zealand welcomes Indian manuhiri [visitors] with open arms and urges to seek the unseen, explore the unexplored and re-imagine travel experience”, says Gregg Wafelbakker, General Manager, Asia, Tourism New Zealand.
“New Zealand has been one of the fastest growing long-haul premium destinations for us. Having mastered New Zealand’s tourism offerings for over a period of two decades, it gives us immense pride and confidence in partnering with Tourism New Zealand. If You Seek is a unique campaign targeting high-quality visitors to New Zealand and will create curiosity among end travellers to explore the destination deeper. It simplifies the magic of New Zealand to step out of one’s comfort zone & seek more,” says Pratik Shah, COO – Kulin Kumar Holidays.
‘‘We are pleased to collaborate with Tourism New Zealand to help recreate the diverse and immersive experiences that the country offers. Indian leisure travellers have been longing to tick-off their dream international destinations, and many are gearing up to make it happen in the coming months. As the spring season settles in, we are hoping that bookings will picking up traction to New Zealand for its many adventures, natural reserves, idyllic beaches and more,’’ says Vipul Prakash, COO – MakeMyTrip.
“The pandemic has resulted in strong pent-up demand and a newfound appreciation for the outdoors and nature. We are hence delighted to partner with Tourism New Zealand to showcase the wealth of exciting locales and unique experiences that the destination offers. Through the campaign, our intent is to create magical allure, enticing our range of Indian consumer segments (across families, millennials/young professionals and couples/honeymooners) to explore the amazing diversity and extraordinary travel experiences across both North and South Island,” Rajeev Kale, President & Country Head, Holidays, MICE, Visa – Thomas Cook (India).
As part of the campaign, Tourism New Zealand has curated special itineraries for travellers who seek a connection with nature, who yearn for peace and relaxation or even personal growth through challenging and soul-searching adventures. From bungy jumping in Queenstown to relaxing in the hot pools of He Puna Taimoana, from entering the grandiose Hobbiton to encountering dolphins at Kaikoura Dolphins, go on a blissful and eye-opening virtual treat through the short snippets.