ADVERTISING CAMPAIGN 2026
100% New Zealand
Two People. One Destination. Zero Compromise.
A tourism campaign positioning 100% New Zealand as the destination where couples can experience the best of both worlds, without compromise.
01 - THE INSIGHT
For some couples, the first holiday argument can start before they’ve even booked the flights. One person wants to spend the trip relaxing over good food and wine, and the other wants to fill the itinerary with adventure.
02 - THE BRIEF
Create a print advertising campaign for 100% New Zealand, targeting DINK couples (Double Income, No Kids). The campaign needs to communicate the proposition that New Zealand has something for everyone, with executions suitable for GQ and Vogue.
03 - THE IDEA
Two People. One Destination. Zero Compromise.
Travelling as a couple can mean different ideas of the perfect holiday. This campaign positions New Zealand as a destination where couples don’t have to choose between their interests.
Each execution pairs two contrasting experiences through playful either/or headlines. “Pinot or Plummet” pairs New Zealand’s wine culture with bungee jumping, while “Soak or slope” contrasts relaxation in a hot spring with skiing.
04 - THE CAMPAIGN
05 - WHY IT WORKS
The campaign turns New Zealand’s variety of activities into a simple idea that is relevant to the target audience. Rather than asking couples to compromise on what they want for a holiday, New Zealand offers it all.
The contrasting imagery reinforces this visually, bringing two very different activities together within each execution. Short, playful headlines create a consistent campaign style, while the premium art direction reflects the travel, lifestyle and adventure interests of the DINK audience.