Case History Database

After reopening to tourism, New Zealand was overlooked by Australians in a rush for more distant travel. Facing an epidemic of "over-familiarity," the "If You Seek Stories" campaign used a strategic judo flip. Instead of denying familiarity, the campaign embraced it, positioning New Zealand as the perfect place for personal adventures and plot twists. This creative approach successfully rebuilt long-term desire for travel, demonstrating how an insightful reframe can overcome a deeply ingrained challenge. NO CASE STUDY AVAILABLE.

Josh Taylor-Dadds	Head of Strategy	TBWA
Anna Thairs	Group Strategy Director	TBWA
Michael Hogg	Chief Strategy Officer	TBWA
Stephanie Grant	Client Partner	TBWA
Sebastian Revell	Head of Strategy	TBWA
Tim Hunt	Marketing Lead – Australia	Tourism New Zealand
Andrew Waddel	General Manager – Australia	Tourism New Zealand
Michael Tramonte	Global Connections Planning Lead	Mindshare