Tourism New Zealand Wins Brand Accolade

Tourism New Zealand has taken out Brand of the Year at this year’s Asia Pacific Effies.


The highly regarded accolade recognised  a number of Tourism New Zealand campaigns including the ‘Do Something New New Zealand’ activity to encourage domestic tourism when borders closed. Tourism New Zealand is the government agency tasked with marketing New Zealand to maximise the benefit of visitors.

The ‘Do Something New, New Zealand’ campaign supported thousands of Kiwis to get out and try something new across the country and helped result in lifting domestic tourism spend $1.7 billion by June 2021.

The Tourism sector has taken a massive hit as a result of Covid-19.

‘Do Something New, New Zealand’ is part of an ongoing stream of work from Tourism New Zealand that encourages domestic tourism. It has continued across the year with the aim of helping drive demand to the New Zealand tourism sector right across country.

“Domestic marketing has had measurable impact by boosting spend across the country and supporting businesses and communities across New Zealand as the world battles the COVID-19 pandemic,” says Tourism New Zealand Director Marketing Tony Rogers.

“Do Something New New Zealand supports our economy and goes some way to filling the gap while we’re unable to welcome international visitors. To be recognised for this work at the APAC Effies is a real achievement and we’re proud of this alongside the results the campaign has generated for New Zealand,” he says.

Tourism New Zealand also had other campaigns at the awards including Good Morning World, and NZsays39 a campaign for the Japanese market that leveraged rugby fever during the 2019 Rugby World Cup.

Tourism New Zealand worked with Special Group on the campaigns.

“The Effies are a fantastic test of a brand’s ability to demonstrate their worth. Tourism New Zealand’s recognition is a testament to their commitment to effectiveness and demonstrates their contribution to New Zealand,” says Rory Gallery, Chief Strategy Officer at Special Group.

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