'Under the social influence': Tourism New Zealand takes aim at Instagram cliches in new video

Tourism New Zealand is sick of seeing hot dog legs on Instagram.

The Crown agency, which is responsible for promoting New Zealand tourism, spent the past few months encouraging Kiwis to "do something new". Now it is asking travellers to share something new on social media – rather than resort to tired old tropes.

In a tongue-in-cheek video, comedian Tom Sainsbury explains how domestic tourists are going to great lengths to copy photos they've seen on social media, and this summer the agency is clamping down on anyone travelling under the "social influence".

Among the cliche shots he refers to are the "hot tub backshot", "man sits quietly on a rock contemplating", and the "summit spreadeagle" pose frequently spotted on mountaintops such as Roys Peak in Wānaka.

The video builds on Tourism NZ's "Do Something New" domestic tourism campaign, which was launched last May in response to the borders closing because of the Covid-19 pandemic.

"We noticed that the same pictures or poses kept coming up, time and time again, no matter the location," said Tourism NZ domestic general manager Bjoern Spreitzer.

"There are so many incredible things to do in New Zealand, beyond the social trends."

Kiwis who used the #DoSomethingNewNZ hashtag on Instagram to share their creative travel snaps before the end of February would go in the draw to win a $NZ500 domestic travel voucher.