Tourism NZ has launched a new and unique campaign, ‘Travelling under the social influence’, in an effort to encourage people to stop taking cliché influencer-style photoshoots at tourism hotspots around the country.
1. Aims of the campaign
The campaign aims to show how there are plenty of other incredible activities to do in the country besides the common social trends, and highlights the dangers of these photoshoots, with some people putting themselves at risk whilst trying to get that Insta-perfect shot. It aims to encourage Instagrammers to avoid the cliché social media shots and instead share new aspects of the country.
2. Entertaining videos
The campaign takes classic influencer scenes and poses, gently poking fun at them. Made up of a series of entertaining videos, it features comedian Thomas Sainsbury as a lone ranger in a “social observation squad”. He embarks on several entertaining ventures in pursuit of people caught taking photoshoots in typical social media locations and poses.
We follow the lone ranger as he causes various scenes in his attempts to intercept holiday makers taking Instagram shots; from escorting a couple down from the top of a mountain where they were attempting the “summit spreadeagle” pose, to rushing to a lavender field when told that a shoot is taking place there, to find an abandoned fedora, a typical influencer accessory.
He also sits quietly on a rock contemplating life, a classic influencer pose, mocks the “sausage leg” shots people post, and points out the dangers of people trying to shoot “run-me-over” photos while walking down deserted highways.