Tourism New Zealand Hunts Generic Instagrammers

The ‘Social Observation Squad’ is laying down the law when it comes to boring travel photos in Tourism New Zealand’s fun new film, ‘Travelling Under the Social Influence.’ In a country blessed with endless natural beauty, there’s no need for cliche travel photos.

The two and a half minute spot features squad leader Tom Sainsbury hunting down travelers caught in the reprehensible act of being boring on Instagram. From famous peaks to overshared lavender fields, there’s no stopping Sainsbury.

The goal is for New Zealanders to share something new from the island nation on social media and tag it #DoSomethingNewNZ. Those that take part have a chance to win a $500 domestic travel voucher.


“Hot tub back shot. Man sits quietly on the rock contemplating. Hot dog legs. And the classic one in these parts, the summit spread eagle.”

“Okay easy does it sir! Lower those arms, nice and slow.”

The film is the latest piece of New Zealand’s “Do Something New” campaign, an attempt to grow domestic tourism as the rest of the world is shut out.

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