Don't Be a Stranger Campaign

• Targets people in Australia, the UK and Canada who have friends and whānau in New Zealand.
• Encourages them to stop putting off their trip and visit this year.
• Visiting Friends & Relatives (VFR) travellers make up around 30% of New Zealand's international visitors.
• VFR visitors spend money on:
  - Cafes, restaurants and bars
  - Visitor experiences and attractions
  - Regional travel and accommodation
  - Local events and activities
• These visitors are highly valuable, with many returning to New Zealand again in the future.

Key Dates

• Campaign launched - 9 September 2026
• Operator and partner content live - 21 September 2026
• Campaign runs through to - mid-November 2026

Opportunity #1

Repost the TNZ hero video, statics and creator content to your own channels. Make sure
to tag @purenewzealand so they can see it and will reshare where possible! 

Then create and share your own Don't Be a stranger moment using the campaign track. 

Post your Reel or Story, tag @purenewzealand and @lovetauponz, and we'll reshare
where possible.

Opportunity #2

Write your own four line verse, or lip-sync the chorus to the Don't De a Stranger track, calling out a friend or family member across the ditch. 

Example:
Don't be a stranger, Uncle Mike,
there's a vineyard lunch and a lakeside bike.

We've saved you a seat and a glass of red,
come drift back together in Hawkes Bay instead.

Opportunity #3

Keep your listings and deals current on the Tourism Business Database. The campaign landing page on newzealand.com pulls live operator content and offers to encourage bookings. Make sure your listing, imagery and current deals are up to date, so you're front of mind when people are ready to book. 

Log in to the Tourism Business Database here.

An exciting Tourism New Zealand (TNZ) campaign that’s already generating media attention. Read the RNZ article here.