New Zealand And Australia Unveil Strategic Collaboration Focusing On Earned First Creative Communications To Attract Adventurous Holidaymakers

Tuesday, July 15, 2025

New Zealand and Australia have joined forces in a strategic partnership to leverage earned-first creative communications, aiming to inspire adventurous travellers and boost tourism by showcasing immersive and authentic holiday experiences.

Tourism New Zealand has officially appointed Ogilvy PR as its public relations agency of record in Australia, marking a bold step towards transforming how it connects with one of its most important tourism markets. This strategic partnership highlights a clear focus on culturally inspired, earned-first communications aimed at igniting curiosity and inspiring action among Australian travelers.

Ogilvy PR will take charge of designing and delivering strategic communications for the Australian market. Their mandate includes crafting compelling brand storytelling and developing innovative, earned-led creative campaigns. These efforts are set to strengthen emotional connections and encourage more Australians to consider and book holidays to Aotearoa New Zealand.

The selection followed an intense and closely contested pitch process. It aligns with Tourism New Zealand’s wider goal of boosting the number of Australian visitors traveling across the Tasman Sea to experience the country’s stunning landscapes, rich culture, and unique adventures.

Tourism New Zealand emphasized that Ogilvy PR’s extensive expertise in the travel and tourism space, combined with a deep understanding of Australian audiences and their travel motivations, played a decisive role in awarding the partnership. The agency is expected to bring fresh energy to campaigns that resonate emotionally and create a sense of urgency for travelers to pack their bags and rediscover New Zealand.

With this partnership, Tourism New Zealand is doubling down on its commitment to earned-first storytelling. This approach relies on authentic narratives and creative campaigns designed to emotionally engage audiences and drive measurable outcomes. It seeks to go beyond traditional advertising by delivering content that captures hearts and inspires spontaneous travel decisions.

Tourism New Zealand is gearing up to roll out a wave of global branding efforts and immersive experiential campaigns as part of this collaboration. These initiatives are designed to position Aotearoa as a destination that offers Australians not just breathtaking scenery but also transformative experiences that allow them to reconnect with nature, culture, and themselves.

The tourism body believes that authentic, culturally rooted storytelling will play a pivotal role in attracting visitors seeking more meaningful and enriching holidays. The focus is on highlighting the unique aspects of New Zealand that appeal to Australians, from its Māori heritage to its vibrant culinary scene and outdoor adventures.

Ogilvy PR, well-known for its innovative earned-first creative work, has expressed strong enthusiasm for the collaboration. The agency plans to deliver campaigns that spark a desire in travelers to explore New Zealand’s spirit of adventure and culture. Through storytelling that feels authentic and inspiring, they aim to help Tourism New Zealand achieve its vision of increasing Australian arrivals while deepening the emotional ties between the two nations.

This partnership is expected to result in campaigns that celebrate the closeness of Australia and New Zealand not just geographically but also emotionally. Australians have long viewed New Zealand as their “second home” or backyard escape, and this emotional familiarity provides a powerful foundation for inspiring more travel.

With the tourism industry continuing its recovery in the post-pandemic world, both organizations recognize the importance of innovative, culturally aware marketing that speaks directly to travelers’ evolving preferences. The campaigns under this partnership will seek to connect with Australians on a deeper level, positioning New Zealand as more than a holiday destination – as a place where travelers can create unforgettable memories, find relaxation, and embrace adventure.

As Tourism New Zealand readies itself for this next chapter, it sees the partnership as a significant step in staying competitive within the tourism sector. The collaboration signals a shared commitment to creativity, cultural understanding, and meaningful engagement that goes beyond transactional relationships with travelers.

The new campaigns will aim to inspire action, encouraging Australians to view Aotearoa as their first choice for travel. They will shine a spotlight on hidden gems and authentic experiences while reinforcing the emotional connection Australians feel for their closest neighbor.

By emphasizing culturally meaningful narratives and an earned-first approach, this collaboration aims to transform the way Tourism New Zealand connects with travelers and inspires them to book their journeys.The fresh strategy reflects the tourism body’s belief that modern travelers seek more than destinations; they crave experiences that connect them to people, place, and purpose.

As this collaboration unfolds, Tourism New Zealand and Ogilvy PR are expected to co-create campaigns that resonate, inspire, and deliver measurable results. Together, they aim to elevate New Zealand’s profile and ensure Australians keep seeing Aotearoa as a must-visit destination for relaxation, adventure, and cultural immersion.

New Zealand and Australia have launched a joint earned-first creative campaign to captivate adventurous travellers, aiming to boost tourism by highlighting authentic, experience-driven holidays.

This new alliance marks the start of a dynamic journey that will strengthen New Zealand’s position in the Australian market while showcasing its unmatched beauty and experiences to an audience eager to reconnect with the world.