How calling out cliché influencer-style photos got the world talking about travel in New Zealand.

With our borders firmly shut due to Covid-19, domestic travel has been vital in closing the $12.9 billion gap left from international visitors.

But unlike our adventurous visitors from overseas, many NZers were visiting the same well-known tourism destinations in pursuit of taking the same influencer-style photos. Something which left our regions struggling and our social feeds all looking, well… the same. One mountain summit in particular is now tagged with over 70,000 almost identical photos.

So to encourage NZers to explore more of our country and entice others to do the same through their social photos, we launched a campaign asking the nation to stop travelling under the “social influence” and share something new.

Within 24 hours, the campaign made global headlines (BBC, The Guardian, New York Times etc.), attracting over 1.47 billion organic global reach, convincing NZers to get more creative with their domestic holidays.