The aim was to drive 5000 additional Australian arrivals in Autumn 2025, Tourism New Zealand said. Photo: 123RF
Tourism New Zealand says the Everyone Must Go marketing campaign is meant to be "a mix of over-the-top sales hype, self-aware humour, and a touch of Kiwi charm".
On Sunday, the government announced the $500,000 campaign to target Australians to visit during the should season.
It was panned by critics, with some describing the slogan as like New Zealand was in a clearance bin at a sale.
Tourism New Zealand said it was a playful take of the traditional sale and was a specific, tactical campaign.
"It complements a whole heap of activity that Tourism New Zealand does all year round to build love for New Zealand, capture Australians' imaginations, get them thinking about New Zealand as a destination, and then booking to come over here," Tourism New Zealand said.
"The campaign aims to drive 5000 additional Australian arrivals in Autumn 2025."
Tourism New Zealand worked with TBWA Australia, which describes itself as The Disruption Company, on the campaign.
"TBWA is one of our key partners for marketing to the Australian market - previous brand campaigns have included If You Seek Stories and PLAY NZ,"
In a leaked slide, the slogan was pitched as "unlike a traditional sale where everything must go, in our sale we just want everyone to go. And we want everyone to go everywhere".
The campaign itself includes radio and digital ads, static banners across websites, social media, search engines, mobile apps and video streaming sites.
"The channels have been carefully selected for their efficiency in converting potential visitors into 'booking mode'."
More than four million Australians were actively considering a New Zealand holiday and all the campaign marketing directed people to a dedicated webpage which showcased a range of offers, Tourism New Zealand said.
"The support for the campaign from across the tourism and hospitality sectors has been fantastic."
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