Before Covid, Te Puia was almost wholly reliant on international tourism. Most Kiwis haven’t heard of Te Puia and see ‘cultural experiences’ as being ‘for tourists’ and lacking relevance to Kiwis. Our challenge was reposition the brand, grow Te Puia’s domestic visitor brand and develop a campaign to increase awareness and conversion of domestic Manuhiri.
We have created a campaign that uniquely positions Te Puia to become the place that New Zealanders visit to strengthen their connection to Te Ao Māori and ultimately feel good about being a New Zealander. Not only do you get a deeper education on Te Ao Māori, what you learn stays with you long after you leave. It’s a transformative experience that changes your perspective of the world around us and see the world differently.