Tourism New Zealand appoints Ogilvy PR for Australian brief

Tourism New Zealand has named Ogilvy PR as its Australian agency of record, tapping the agency to lead strategic communications and earned-first brand storytelling across the market.

The appointment kicks off this month and will see Ogilvy PR develop culturally-led campaigns and integrated communications aimed at boosting visitation from Australia, the country’s largest international visitor market.

Andrew Waddel, regional director for Australia at Tourism New Zealand, said the decision was driven by the agency’s travel expertise and its understanding of what resonates with Australian audiences.

“Ogilvy PR’s proven experience within the travel category, underpinned by its deep understanding of what motivates Australian audiences, were pivotal factors in moving ahead with this partnership,” he said.

“Earned-first storytelling is at the heart of what we do to drive emotional urgency and motivate Australians to consider and book a holiday to Aotearoa New Zealand.”

James Curtis, Ogilvy PR’s head of consumer PR and influence, said the agency’s approach would be rooted in media relations, culture-led creativity and content crafted across both its Australian and New Zealand offices.

“We’re excited to be working with the outstanding team at Tourism New Zealand to drive destination awareness, while deepening the emotional connection Australians have with our closest neighbour,” he said.

“With our unique approach to earned-first creativity, we’ll be developing work that makes people want to pack their bags, reconnect with the spirit of New Zealand, and support the tourism brand’s bigger vision in a meaningful way.”

The win comes as Tourism New Zealand prepares a number of global brand initiatives and experiential campaigns. Ogilvy PR will work alongside other agency partners to align its output with broader international marketing efforts.