Tiaki — Care for New Zealand Website Design
Challenge
The Tiaki - Care for New Zealand initiative was developed to share New Zealanders' deep connection to their land with visitors, encouraging safe and conscientious travel. However, the COVID-19 pandemic disrupted this effort, making it difficult to communicate the Tiaki Promise to travelers. With the resurgence of local and international travel post-pandemic, there was a renewed need to effectively convey the Tiaki message and commitment to a global audience.
Approach
To address this challenge, we partnered with Tourism NZ, Air New Zealand, Designworks, and Ogilvy to reinvigorate the Tiaki project. Building on the foundational work by Designworks, Ogilvy took the lead in designing and developing the Tiaki website. The website was crafted to provide a bilingual experience in Te Reo Māori and English, ensuring accessibility and inclusivity for all travelers. The site introduces the Tiaki concept, explaining the promise and commitment travelers can make to care for New Zealand. It also serves as a central hub for all partners to guide travelers and for local partners to join and promote the initiative throughout Aotearoa.
Outcome
The launch of the Tiaki website successfully reinvigorated the Tiaki initiative. It became a vital tool for communicating the Tiaki Promise to a wide audience, helping travelers understand their role in protecting New Zealand's natural and cultural heritage. The website's bilingual design made it accessible to a diverse range of visitors, while its clear and engaging content fostered a deeper connection to the Tiaki values. As a result, the website has been widely adopted by partners and has played a significant role in promoting conscientious travel across New Zealand, ensuring that the land, sea, and culture are respected and preserved for future generations.
Work completed in collaboration with Designworks and Ogilvy.
