A the beginning of the Covid-19 pandemic New Zealand was full of people who had to cancel their overseas travel plans. This campaign targeted this domestic tourism market, by comparing many of the city’s attractions to international destinations.
Although it was done with a self-deprecating smile, the visuals show the incredible beauty of the area, with stunning photography. It also highlights the wide variety of things to do, which will be surprising to potential visitors who haven’t been before.
The success of this campaign was attributed with increasing visitor spending to levels higher than before the Covid-19 pandemic.
