What do The Lord of the Rings and Minecraft have in common? For Tourism New Zealand, both are powerful storytelling tools—different platforms, same purpose. With the global release of A Minecraft Movie filmed in New Zealand and the launch of a world-first Aotearoa New Zealand Minecraft downloadable content (DLC), the tourism board is once again harnessing pop culture to put the country on travellers’ radars.
In this exclusive Q&A, Andrew Waddel, General Manager – Australia, Tourism New Zealand, explains how the campaign came together, why Māori representation was non-negotiable, and what it means when kids start driving family travel decisions.
