In New Zealand, a tourist office is going overboard to make fun of instagramers.
It is well known that the Instagram social network is polluted with vacation photos. Unsurprisingly, these pictures, taken on the same places, all look alike.
Indeed, dream landscapes, falsely natural poses and filters follow one another, leaving no room for originality. In New Zealand, a tourist office has decided to curb this phenomenon.
Photo Credit: AFP
Through its advertising campaign, called “Do Something New”, the office is pushing “New Zealanders to share something new”, reports the media Stuff.
An advertising campaign that is just right
The video features comedian Tom Sainsbury. In the clip, he plays a ranger of “The social surveillance squad“. His mission ? Track down instagramers who reproduce all the clichés you can see on the social network.
The advertising campaign also recalls that the country is full of landscapes that deserve to be known:
“There are so many amazing things to do in New Zealand beyond social media trends,” said Bjoern Spreitzer, general manager of domestic tourism at Tourism New Zealand.
Before adding: “We noticed that the same photos or poses kept coming back, regardless of the place”.
Covid-19 requires, the tourism sector, essential for the country’s economy, is now based on domestic tourism.
Therefore, the agency encourages residents to share “original” content with the hashtag #DoSomethingNewNZ. Some of them will be able to win a national travel voucher of $ 500.