Tourism promoters are hoping the allure of one of Wellington’s most celebrated and unique restaurants will entice travellers to the region.
Tourism New Zealand’s new $5 million “If You Seek” promotion is its first global campaign in two years.
The promotion features a series of short films with “snippets and hints” of destinations and activities across the country.
WellingtonNZ marketing manager Todd Barberel said this region’s film included dining at Hiakai – one of the capital’s most sought-after dining establishments.
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“People seek out Te Whanganui a Tara – Wellington for unique experiences with global acclaim, like Monique Fiso’s Hiakai – food that celebrates Māori and Pasifika culinary expertise,” he said.
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A dish from Wellington restaurant Hiakai is used in the Tourism New Zealand “If you seek” campaign.
The If You Seek promotion launched on Wednesday was designed to tease viewers with glimpses of local attractions inviting the curious to “take the time to seek more from their visit”.
“Once you have sought out Wellington and start yarning to someone, they will let you in on other experiences that can be had here – the special kind, only the locals know about,” Barberel said.
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Dish from Wellington restaurant Hiakai use in the Tourism New Zealand “If you seek” campaign.
There were promising signs of a good post-pandemic tourism rebound for the region as borders opened up, he said.
“Although we don’t expect the number of international visitors to be at pre-Covid levels for at least another year, we are already seeing and hearing different faces and accents on our streets – which is a welcome return.
“Australia continues to be one of our key markets, and we know that the forward bookings out of North America to New Zealand are really strong for the summer.”
Tourism New Zealand chief executive René de Monchy said there was intense competition internationally to capture the imaginations of travellers.
“Because of our size and location New Zealand will have to work hard to encourage visitation post-Covid with international visitor numbers taking years to build up and Kiwis now having the option of travelling overseas.”
The campaign included popular destinations as well as places and experiences less well-known to many travellers, De Monchy said.
“We wanted to tap into the curiosity of our target high quality traveller, who we know are adventurous and keen to dig beneath the surface of the places they visit whether on the beaten path or not.”
The campaign will be advertised through television, radio, billboards, bus stops, social media and digital channels.
Tourism Minister Stuart Nash said last week that New Zealand should be trying to attract “discerning travellers”.