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Tourism NZ: Stories Beat Stuff

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New Zealand wasn't cool anymore. The clean green image was fine for the old people, but not for youth. We needed to make it worth the trip again. In an age where the status update is everything, it's he who dies with the best stories wins. So Contagion, New Zealand created a global trading hub. All people had to do was trade a material possession they loved for a $30,000 story of a lifetime.Once the winners arrived, they became advocates for NZ. Tourism NZ's website was their blog and their holiday was our next ad campaign.

The trades poured in from over 50 countries and the winners videos have a million hits on youtube. Proving, stories really do beat stuff.

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