by Mia Taylor
Last updated: 9:00 AM ET, Sun July 29, 2018
New Zealand has long been known for its stunning landscapes and unforgettable natural beauty.
Those features are the hallmarks of a country so striking it even served as the backdrop for mythical Middle Earth in the "Lord of the Rings" trilogy.
But Tourism New Zealand has recently begun working to expand upon that enviable image, adding yet another layer of attraction for travelers beyond the country's famed landscapes.
To do this, they are developing a refined brand campaign based largely on Manaakitanga.
For those not familiar, the term refers to the warm greeting and sense of belonging that Kiwis offer all travelers. That special hospitality and kindness, locals will tell you, is the true essence of the country, something that makes New Zealand unique from other places.
"We're going through a brand evolution. We are in the early stages of it and are just dipping our toe in water," Brodie Reid, global brand and content manager at Tourism New Zealand, told TravelPulse during a recent call from her New Zealand office. "Over the last while, we've just seen a number of competitors using the same type of content we've been using, so in order to keep us unique and relevant, we are focusing a bit more on what we believe makes us unique, our people and our culture, alongside our stunning landscape."
To help redefine the public's image of New Zealand, five new videos are being released by Tourism New Zealand, the first pieces of an extensive new campaign reflecting the brand evolution.
The lushly filmed videos are focused on the theme of road trips and take viewers along for an alluring ride between some of the country's top destinations such as Napier to Whakatane; and Christchurch to Milford Sound; and Auckland to Mt. Maunganui.
Designed to inspire, the new videos can't help but showcase the country's remarkable scenery, but the primary emphasis is on friendly locals who guide visitors through their journey, ultimately embracing those visitors like old friends.
"People are looking for something deeper nowadays," continued Reid "When you come to New Zealand you get a real, unique and authentic connection with the people here. We have an egalitarian society. It doesn't matter who you are or what you do, you will be welcomed and accepted here. That's part of the charm, the gorgeous welcome and acceptance you have when you come here. That's really what we're dialing up."
That refreshing, welcoming message is perhaps more important and more vital in today's climate than ever.
Tourism New Zealand is working with a range of stakeholders to incorporate all of the country's people and culture into the updated brand messaging. With such an incredibly diverse and multifaceted citizenry, tourism officials are striving to capture the full tapestry of New Zealand as authentically as possible.
The brand evolution will continue over the coming months and will be reflected in new content as it is created. The videos are to be used in Australia, the U.S., the UK, Germany, Japan, China, Indonesia, India and Brazil.
"What you're going to see is something very different from what we have done in the past. We want to do something that stands out," said Reid. "We are obviously a country where you will see not only stunning landscapes and all the magical outlooks you can imagine, but it comes back to the fact that this is a place where you'll be truly welcomed and accepted by people here. That's the unique Kiwi spirit."
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