Tourism New Zealand X Russ Cook

Tourism New Zealand tapped into the cultural zeitgeist by partnering with endurance athlete Russ Cook – driving talkability and active consideration among UK travellers.

To turn passive considerers into active ones, Tourism New Zealand teamed up with Russ Cook, aka The Hardest Geezer, whose epic runs had captured the nation’s attention.

He became New Zealand’s Hardest Seeker, running the length of the country and sharing content that showcased stunning scenery, iconic attractions and Māori culture across owned, earned and paid channels.

The campaign racked up 534 pieces of coverage – 95% of which featured New Zealand in the headline. It’s proof that teaming up with a cultural phenomenon like Russ Cook doesn’t just break records: it boosts visibility, grows audiences and puts a destination brand firmly in the spotlight.