By: Alex
Have you noticed how similar those so-called “travel photos” on Instagram all look? Whether it’s someone standing atop a mountain with arms outstretched, soaking in a bath while gazing at the scenery, or the classic “boyfriend’s angle” of holding hands — it all seems so repetitive, doesn’t it? New Zealand’s tourism promotion agency, 100% Pure New Zealand, certainly has. That’s why they called in comedian Tom Sainsbury to patrol popular tourist spots and “order” visitors to stop taking those overdone shots.
In 100% Pure New Zealand’s new ad campaign, you can see Tom in action. He’s part of the newly formed Social Observation Squad (S.O.S.), tasked with patrolling tourist hotspots, stopping people from re-creating the same old Instagram photos, and encouraging them to try more fun and unique experiences instead.
▲ Roy’s Peak on Mount Aspiring is the best spot to view Lake Wanaka.
During the global pandemic, New Zealand closed its borders, dealing a heavy blow to domestic tourism. To encourage locals to travel within the country and support the economy, Tourism New Zealand created the humorous ad Travelling Under the Social Influence, urging people not to be swayed by social media trends that lead them to the same old spots for unoriginal, boring photos. Instead, they’re encouraged to explore new places and share something fresh with the hashtag #DoSomethingNewNZ.
▲ In the past, visitors had to queue for up to an hour just to take a photo at Roy’s Peak.
▲ Most of those so-called “travel photos” on Instagram look pretty much the same.
Source: DIY Photography