Tiaki – Care for New Zealand
The Challenge
Tiaki – Care for New Zealand was born from a collective desire: to share the deep connection New Zealanders feel for the land, sea and culture, and to help visitors travel with that same care.
But when COVID-19 brought global travel to a halt, the momentum behind Tiaki stalled. As international visitors returned, there was a renewed need to reignite the kaupapa and reintroduce the Tiaki Promise to travellers, both locally and globally.
The Approach
Working alongside Tourism NZ, Air New Zealand and Designworks, Ogilvy NZ helped bring Tiaki to life online.
We designed and built a bilingual (Te Reo Māori and English) website to clearly communicate what the Tiaki Promise is, why it matters, and how travellers can take part. The site acts as both a digital introduction to the kaupapa and a practical hub, guiding visitors and empowering tourism partners to share the message far and wide.
The Outcome
Today, the Tiaki Promise is more visible than ever, from flight videos to airport signage, and the website remains the central touchpoint for the movement.
It’s not just a campaign, but a cultural commitment that continues to grow, with more travellers choosing to care for Aotearoa as kaitiaki, not just visitors.
Work completed in collaboration with Ogilvy NZ, Designworks and Tourism NZ.
