Back off, globetrotters, this one is for New Zealand domestic travel only. The country recently hosted its first 20,000 person concert since the removal of Covid-19 lockdown regulations. Following a hard hit to its economy from the COVID-19 lockdown, Tourism New Zealand launched a new campaign called “Do Something New New Zealand” to inspire its citizens.
The campaign video stars Tom Sainsbury as a squad leader of the “Social Observation Squad” (SOS), a fictional team on a mission to stop tourists from taking photos just like everyone else on social media.
“I’ve been alerted to a situation. It’s been happening a lot lately. People have been seeing those photos on social media and are going to great lengths to copy them. I mean, you know them. Hot tub back shot, man sits quietly on the rock contemplating, hot dog legs, and the classic one in these parts, the summit spread eagle,” Sainsbury said in the video.
In the campaign’s commercial, Sainsbury breaks down when he misses a chance to catch tourists in the lavender fields and calls these people “ the lavender loiterers.” He goes on to ask people to think outside the square … or triangle.
SOS leader Tom Sainsbury, in tears after losing the lavender loiterers
According to New Zealand’s tourism website, domestic tourism accounted for 60% of the industry’s $40.9 billion contribution to the economy before the COVID-19 lockdowns. The country has laid down strict travel restrictions for international tourism, which is why domestic travel is encouraged. According to the Ministry of Health, NZ currently has 69 COVID -19 cases.
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