New Zealand Tourism

Past advertising from New Zealand Tourism has been directed toward younger demographics, leaving out those who need to start ticking experiences off of their bucket list sooner: empty-nesters with busy schedules. This campaign focuses on the fact that most people would rather be traveling than at work. Armed with less responsibilities and a career-funded bank account, empty-nesters have the opportunity to get out and see the world. We encourage older adults ditch their day jobs and adopt a new schedule in New Zealand.

While making their morning or evening commute, busy empty-nesters are faced with stunning scenery and envision the possibility of ditching their daily grind for their own never-ending vacation in New Zealand.

To capture their attention while bringing the mail in, we prompt empty-nesters to consider their dream itinerary for a trip to New Zealand, and provide them with an opportunity to make their escapade a little kinder on their wallets.

While scrolling on social media, empty-nesters are encouraged to imagine what their life would look like if they escaped their day-to-day routine and hightailed it to New Zealand.

While flipping through their favorite travel magazine, empty-nesters reflect on their busy schedules and wistfully imagine the tranquil environment that is New Zealand.