Getting an entire country to do something new
When the world closed its borders, international tourism in New Zealand came to an abrupt halt. Tourism New Zealand could no longer bring visitors from around the world to our shores. So they pivoted. And for the first time in 30 years, asked Kiwis to keep tourism alive. But not by holidaying like we usually do (which means doing the same old thing every year). Instead, we needed New Zealanders to holiday here at home like international tourists do.
The message was simple: Do Something New, New Zealand. To make sure it got through, we sent national treasures Madeleine Sami and Jackie Van Beek on an epic roadie, encouraging and inspiring every Kiwi to do something new… through the power of song.