Tourism New Zealand has updated its successful ‘If You Seek’ global brand campaign to promote the country as a year-round destination and encourage off-peak visitation. The refreshed campaign is part of a new four-year strategy aiming to increase international tourism revenue by NZD$5 billion, reaching a total of NZD$13.2 billion by 2028. The goal includes generating NZD$3.5 billion, or 70 percent, of that growth from off-peak visits during the Southern Hemisphere autumn and winter seasons.
Updated Content for Trade and Consumers
The refreshed brand campaign highlights off-peak seasonal experiences through updated content and resources. Tourism New Zealand’s consumer website and trade channels are being updated to focus on tourism experiences for off-peak seasons. Resources are also being developed to support and educate trade partners on how to sell a New Zealand holiday between March and November.
The new content features regions and experiences from across the country. It includes Manea Footprints of Kupe in Northland, West Coast beaches in Auckland, Waka Abel Tasman in Nelson/Tasman, Cloudy Bay in Marlborough, and Skylark Lodge in the Mackenzie District. The 2.0 campaign features a hero 30-second video along with 15-second posts highlighting off-peak experiences. The previous ‘If You Seek’ campaign also included a luxury trade famil.
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First launched in August 2022, the campaign was the first after borders reopened and has been highly successful. It drove some of the highest levels of preference for the destination ever, with 46 percent consideration. Tourism New Zealand believes it is now in a great position to convert that desire into bookings.
Focus on Year-Round Visitation
Chief Executive Rene de Monchy said the ‘If You Seek’ 2.0 campaign will showcase the exceptional experiences Aotearoa New Zealand offers across all seasons. He noted that the campaign has been incredibly successful over the last two years supporting tourism recovery.
“Tourism is now New Zealand’s second-largest export earner,” de Monchy said. “It’s important we maintain that momentum.” His focus now is on inspiring travellers to choose Aotearoa New Zealand at all times of the year. While the campaign aims to balance the visitor flow, a reliance on off-peak travel carries inherent risks. Economic models projecting billions in new revenue often assume a stable global environment and consistent consumer confidence, which can be volatile in the current economic climate. If international interest wanes or travel costs rise, the aggressive growth targets could become difficult to sustain without significant adjustments to pricing or marketing spend.
