June 12, 2024


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Seen It All Prior to? 100% Pure New Zealand And Tom Sainsbury On A Mission To Tackle Copy-Cat Travel Pics

26 January 2020, Auckland: 100% Pure New
Zealand has introduced a new social
advocacy campaign
to stimulate Kiwis to do – and share
– anything new even though travelling close to New Zealand this

In the marketing campaign, comedian Tom Sainsbury leads
a fictional “Social Observation Squad” on a mission to
get Kiwis sharing inventive snaps of their domestic travels
by using #DoSomethingNewNZ, fairly than copying frequently-replicated
social media developments.

Among the the well-liked “hot puppy
legs”, “hot tub back shot” or “follow me” photographs,
a person of the important examples incorporated is what Sainsbury calls the
“Summit Spreadeagle”. This pose is often noticed on
mountaintops across New Zealand like Roys Peak in Wānaka,
or neighbouring Coromandel Peak where the movie was filmed.
There are virtually 70,000 photos on Instagram less than #RoysPeak,
many with the legendary lifted arms pose.

Spreitzer, GM of Domestic at Tourism New Zealand, claims the
social marketing campaign is multi-reason.

“Firstly, we want
to continue on the momentum of our domestic marketing campaign by
encouraging Kiwis to do one thing new in New Zealand –
this can signify new tourism ordeals, but we also want them
to share one thing new on social media as very well,” says

“We discovered that the exact same images or
poses kept coming up, time and time yet again, no issue the
site. There are so a lot of outstanding things to do in New
Zealand, outside of the social developments.”

“At the very same
time, Kiwis are our most effective vacation advocates, so we want to
really encourage them to have interaction with us much more on social media by
employing #DoSomethingNewNZ when sharing pics from their
domestic vacations,” suggests

“Recommendations from pals and loved ones
are hugely influential when it comes to travel choices, so
by encouraging Kiwis to share new functions or experiences
in New Zealand, we are inspiring broader audiences to do
anything new on their own.”

The marketing campaign builds on
the momentum of 100% Pure New Zealand’s “Do Something
New, New Zealand” marketing campaign, released in May 2020 to
persuade domestic visitation.

“’New’ is
distinct to everybody – visiting an iconic vacation spot may well
be something absolutely new to one human being, and not to
one more. Either way, what we are inquiring Kiwis to do is discover
a tourism expertise or spot that is new to them,
then post that to social media in a new way”.

Pure New Zealand will be checking #DoSomethingNewNZ on
social media until finally the stop of February, choosing ten
creative kiwis who have shared anything new to reward with
$500 domestic travel

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