Do Something New

New Zealand’s border closure in March 2020 changed who the tourism sector could reach. With overseas visitors unable to travel in and international holidays unavailable to residents, the opportunity lay with people already in the country.

The Tourism New Zealand campaign encouraged local travellers to try a different kind of break. Rather than return to the same routines and destinations, it invited them to seek out unfamiliar experiences at home. The creative idea reframed domestic travel as a chance for discovery, giving New Zealanders a reason to look at their own country with fresh curiosity.