Tourism NZ encourages overseas friends + family to visit in ‘Don’t be a Stranger’ campaign via Yarn
Tourism New Zealand has launched a new campaign via independent creative agency Yarn, with a playful warning: if you have friends or family in New Zealand who you’re long overdue a visit, then you could be in danger of becoming a stranger.
The social-led campaign features Aussie turned honorary Kiwi Bree Tomasel inviting her friend, Australian comedian Tanya Hennessy, to cross the ditch for a long-awaited catch-up, through song.
Says Brodie McLeish, General Manager – Marketing at Tourism New Zealand: “‘Don’t be a stranger’ is a light-hearted nudge to anyone who has said they’ll come visit friends and family in New Zealand someday – to come visit them today.
“While reconnecting may be the reason for the trip, visitors also eat out, explore, attend events and book experiences while they’re here, supporting tourism businesses across the country.”
Visiting Friends and Relatives (VFR) is New Zealand’s second-largest international visitor segment, accounting for around 30 percent of international arrivals and contributing $2.6 billion to the economy in the year to June 2026.
With 45 percent of Australian arrivals visiting friends and relatives, Australia is the priority market, alongside the UK and Canada, where strong personal ties offer further opportunities to drive visitation.
The launch video was produced by Reel Factory and directed by Yarn Co-Founder and Executive Creative Director, Rich Robson.
Says Robson: “We searched far and wide to find a genuine long-distance friendship we could help reunite. Which we found in Bree and Tanya Hennessy, a close friend from her early radio days who she hadn’t properly caught up with in person for a long time.
“Bree was a true collaborator and had no qualms singing solo on a tandem bike or publicly embarrassing her friend into coming over!”
The social campaign rollout then saw Tanya turn the tables, travelling to Auckland to surprise Bree in person.
A host of influencers have since followed suit, creating their own ‘Don’t be a Stranger’ content to encourage friends and family overseas to come and visit them in New Zealand.
‘Don’t be a Stranger’ is currently running across Australia, the UK and Canada, encouraging overseas visitation to New Zealand before the end of 2026.
Client: Tourism New Zealand
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Creatives: Slade MacDonald, Joachim Pearson
Designer: Courtney Tyler
Production Company: Reel Factory
Director: Rich Robson
Photographer: Graeme Murray
Music Composition: Ryan Hobbs
Social Agency: Fabulate
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