A series of films showcasing New Zealand’s values of kaitiakitanga (care for the land), manaakitanga (hospitality), integrity, and ingenuity were launched last Thursday in Singapore, one of the first few international markets to receive the campaign.
Dubbed Messages from New Zealand, the campaign, released through Tourism New Zealand’s social and digital channels, features a cross-section of celebrities and everyday New Zealanders sharing video messages of hope and care with their international whānau (family).
“New Zealand is a place where manuhiri (guests) become whānau (family). These relationships are something that we, as New Zealanders, are proud of and want to celebrate and continue in perpetuity,” said Gregg Wafelbakker, general manager, Asia, Tourism New Zealand.
“Through Messages from New Zealand, we are staying in touch with our international whānau, including those right here in Singapore, and letting them know that we are waiting to welcome them to our shores again when the time is right.”
Though border restrictions remain in place, Wafelbakker stresses on the importance “to build preference and desire for New Zealand in the hearts and minds of our global audience, including those in Singapore”.
“This will ensure that when borders do reopen, New Zealand remains top of mind. One way to achieve this while borders are closed is by enabling audiences to still be able to experience New Zealand and building our reputation through digital content and export products,” he added.
Aside from Singapore, Messages from New Zealand will be rolled out across Tourism New Zealand’s key markets worldwide, including the US, China, Australia, Japan, the UK and Singapore.
When asked whether he is hopeful of the realisation of a travel bubble between New Zealand and Singapore, Wafelbakker told TTG Asia that the government is currently exploring options for safe travel zones, though nothing is certain yet.
And while this global campaign is directed at consumers, it also includes a digital toolkit with educational material for travel agents to be kept informed and updated on what New Zealand has to offer.
Wafelbakker elaborated: “Our trade team also works closely with our travel agent partners in Singapore, with specific training programmes and events to help them drive connections with our operators in New Zealand and stay up-to-date with their offerings, so they will be ready to go once it’s possible.”