The Kiwi comedian is concerned that many New Zealanders are being led astray "under the social influence" of much-repeated photos online. The Wanaka willow has appeared in over 63,000 Instagram photos and counting, the nearby Roy's Peak has been tagged 70,000 times, and frankly many of these photos look a little similar.
As the face of Tourism New Zealand's latest campaign Sainsbury has been policing the social-media trends of Kiwis for a promotional video. Patrolling lavender fields and the scenes of New Zealand's most heinous travel photo clichés, he has been encouraging New Zealanders to see more of their backyard.
"What you need to do is think outside the square," he says.
Sainsbury wants you to get off the beaten track and "share something new". He's not above a bit of bribery to achieve this.
As part of the campaign Tourism New Zealand is selecting the top 10 photos tagged with #DoSomethingNewNZ on social media through February, rewarding them with $500 each to put towards a New Zealand holiday.
"'New' is different to everyone," says Bjoern Spreitzer, GM of domestic at TNZ.
"What we are asking Kiwis to do is find a tourism experience or destination that is new to them, then post that to social media in a new way."
To do this Spreitzer suggests consulting friends and family rather than the photos of travel bloggers.
The tourism body wants to see fewer "hot tub back shots" and more unusual activities in lesser-visited places.
"There are so many incredible things to do in New Zealand, beyond the social trends," says Spreitzer.
To be in with a chance of winning one of 10 domestic travel vouchers worth $500, share your most original New Zealand travel photos via the hashtag #DoSomethingNewNZ on TNZ's social media before 1 March.
text by Thomas Bywater, NZ Herald
See omnystudio.com/listener for privacy information.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!