New Zealand turns world upside down

How do you solve being missed off the map? You create a new one and put yourself at the centre of it.

Tourism New Zealand launched the second instalment of its #getNZonthemap campaign today with the Prime Minister, Sir Peter Jackson, Ed Sheeran and Rhys Darby who star in the video sharing it on their social channels.

Continuing his investigation into why New Zealand has been left off world maps, Rhys attempts to solve the original conspiracy with help from Sir Peter.

Stephen England-Hall, Tourism New Zealand’s Chief Executive says “The first maps video worked extremely well to raise awareness of New Zealand as a destination, going viral within 48 hours.”

“The new video aims to re-engage this global audience and encourage them to plan and book a holiday to New Zealand by showing them how much there is to see and do and how easy it is to get to New Zealand.”

Prime Minister Jacinda Ardern who features in the video says “I’ve loved seeing the global response to this campaign. With a little help from Sir Peter, my hope is that people will see New Zealand right where it deserves to be - on the top of their list of places to visit!”

In the video Rhys mistakes Ed Sheeran as being responsible for keeping New Zealand off world maps, but Sir Peter Jackson concludes the investigation by creating a new world map which New Zealand sits in the middle of.

The ‘Middle-earth Map’ illustrates how easily accessible New Zealand is due to increased flight connectivity across the globe.

The campaign will be supported by content on Tourism New Zealand’s travel trade and consumer websites to help drive holiday bookings.

“The content addresses perceived barriers to visiting New Zealand, such as flight times and how easy it is to get around. It also promotes autumn and spring as the best time to visit, supporting our strategy to spread visitation across the year,” says Stephen.

The first maps video went global and resulted in media coverage that hit over $10 million in value.