New Zealand Tourism
Our objective was to increase tourism to New Zealand, and we chose to re-engage middle-aged travelers by making them our core target audience. The campaign, “That First Time Feeling. Again.”, highlighted that even for people who’ve spent years hiking, rafting, and exploring, New Zealand offers adventures that feel completely new. By tapping into the joy of rediscovery, we positioned the country as the destination where seasoned travelers can experience that unforgettable first-time magic all over again. The result was a campaign that reignited curiosity and made New Zealand feel irresistibly fresh.
We placed our billboards along major travel routes to catch middle-aged commuters in their everyday routine, inspiring them to rediscover adventure with “That First Time Feeling. Again.”
We placed our transit ads in and around major airports to reach travelers at the moment they’re most open to their next journey, inviting them to rediscover adventure with “That First Time Feeling. Again.”
We created a full magazine spread to immerse readers in the scale and beauty of New Zealand, something a single page could not achieve. The expansive art direction, angled type, and open landscape were chosen to evoke the feeling of discovery and emotional reset our campaign promised. This spread lives in travel and lifestyle magazines where middle-aged travelers are most inspired to plan their next adventure.
We designed digital banners that interrupt the scroll with bold New Zealand vistas and the inviting prompt, “What’s on your list?” Placed across travel and lifestyle platforms, they guide middle-aged travelers from inspiration straight into planning their next adventure.