New Zealand's tourist board wants to plant a 'forest of hope' for all your canceled 2020 plans

The campaign points to better things ahead for 2021

Published On
Dec 02, 2020

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It's impossible to travel to New Zealand at the moment for most people -- that is, unless you have a very good reason and are prepared to quarantine strictly when you arrive. The country has been successful at keeping itself free of coronavirus, but at a cost -- its borders are currently closed to international visitors.

With this in mind, Tourism New Zealand has a hard task to market itself, but it has come up with an end-of-year campaign that encourages us to look forward to 2021, when we might be able to travel again. As the first country that will see in the new year, it's promising to plant a "Forest of Hope" in which people can gift a tree towards a forest, the idea being that each tree represents one of their canceled plans from 2020. People can visit the website to register their tree, with each gift costing $10. 

Production agency Eyes + Ears worked on the video by creative agency M Booth, which is running in the U.S., Canada, Germany, U.K, Brazil, Australia, India, Singapore, Korea, and China ,with local campaigns on Twitter.

“In New Zealand, the Te Reo Māori values of manaaki and tiaki have become incredibly relevant today. Manaaki speaks to the importance of having empathy and tiaki inspires us to care for people and place," commented Sarah Handley, general manager for Americas and Europe at Tourism New Zealand, in a statement. "While our borders remain closed to international visitors, we wanted to extend a little manaaki and encourage a sense of tiaki to those who are in need of some optimism for the new year. With trees as a natural symbol of life and growth, the Forest of Hope is a way for people to say goodbye to this year’s disappointments and plant a seed of hope to look forward to better times ahead in 2021.”



Dec 02, 2020
Client :
Tourism New Zealand
Production Company :
Eyes + Ears
Agency :
M Booth

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