New Zealand wasn’t cool any more. Clean and green was all well and good for old folk who are happy for a holiday to consist of pointing at things between Devonshire Teas, but it wasn’t really doing it for the Yoof. Young people want to do stuff. They want experiences.
In an age where your status update is everything, everything else plays a distant second to a good time. So a good time is what we gave them.
See how our year-long campaign helped to bring those young backpackers back.