If You Seek

Tourism New Zealand

With no global campaign for two years since COVID-19 lockdowns, Tourism New Zealand needed to draw upon the ground work they had been building over that period. The rise of te ao Māori had been bubbling away at the surface for the government agency and Māori culture didn’t feature much before in their advertising to the world – until now.

With TNZ already a client of Run, we worked alongside DDB to form the strategy based on the insight of manaakitanga, a Māori concept of reciprocity. The deeper meaning we uncovered was the idea of enhancing other people’s mana or prestige, this then further clarified the insight of the more you give to Aotearoa, the more Aotearoa will give to you.

From this formed the strategy and brand platform ‘If You Seek’. This strategic line informed every interaction by drawing the viewer in by gifting them a peek of our wonderful country – enticing the audience to seek out more.

The multi layered platform rolled out across more than 20 films, interactive digital experiences and over 1,000 pieces of content worldwide.

Channels

Film
Cinema
Experiential
OOH
Activation
Website
Digital
Print
TV
PR
Trade