Finding the best New Zealand stories, around the world.

Tourism New Zealand wanted travellers to tell its story, since nothing persuades like someone who's been. Genero's filmmakers around the world captured authentic visitor stories that reached 6.7 million people, sparking thousands of comments and reshaping how the brand markets itself.

Tourism New Zealand wanted travellers to tell its story. Social media sits among the top five influences on travel decisions, and nothing persuades like someone who's been. So the brand set out to find authentic stories of visitors who arrived as strangers and left as part of the whānau, the Māori word for extended family.

Through Genero, those stories were found and filmed by professional filmmakers around the world. The films reached 6.7 million people, drew 3.45 million video views and 65,000 reactions. The 3,600+ comments sparked unexpected connections between visitors and locals.

The campaign has since been refreshed three times with new stories each round, and its lessons helped shape a wider brand transition, putting real people and genuine stories at the heart of how Tourism New Zealand markets itself.