New Zealand Embraces Its Aotearoa Identity in New Marketing
Photo Credit: New Zealand, North Island Unsplash / Meg Jerrand
Skift Take
Now that New Zealand has zeroed in on its Māori heritage as an asset in storytelling, it has to make sure that it does not lose sight of it as more than just marketing.
New Zealand is leveraging its Māori heritage in its latest marketing campaign, “If You Seek.” After being closed off to tourism for two years, Tourism New Zealand is using its reopening as an opportunity to pull tourists back with its unique asset: its original Māori identity.
The campaign puts Māori culture at the forefront. In videos, viewers are immersed in potential adventures in bungee jumping, hiking, cuisine, campaign, scuba diving and more while a narrator describe these experiences with Māori concepts like Manaakitanga (hospitality), taonga (treasure) and tapu (sacred). In the videos, viewers are repeatedly reminded with a logo that says "100% Pure New Zealand."
The island wants a high-value visitor that seeks to dig into its original culture, said Tourism New Zealand CEO René de Monchy. In one video tit
