Our Work

Ngāi Tahu Tourism faced a challenge that encapsulated the struggles of the wider tourism industry during Covid-19. The pandemic had forced many of its iconic attractions into “hibernation,” leaving the business to navigate the complexities of recovery once the crisis subsided.

As one of Aotearoa's largest tourism operators, Ngāi Tahu Tourism needed to rebuild its workforce. Yet, attracting candidates from a limited domestic market was highly competitive, with New Zealand borders reopening later than key tourism regions such as the UK, Canada, and Europe. This delay left New Zealand operators trailing behind in the race for international talent.

Ngāi Tahu Tourism approached Haines Attract to design a strategic recruitment campaign, one that could break through the noise and highlight the organisation's unique values: a sense of belonging, connection, and adventure.

Our partnership began with a deep dive into Ngāi Tahu Tourism's world. Immersing ourselves in their culture, we engaged directly with their kaimahi (staff) kanohi ki te kanohi (face to face) to truly understand what it means to be part of this iconic organisation. From these conversations, a rich tapestry of insights emerged—centered on the themes of whānau (family), adventure, and purpose.

Armed with this understanding, we conducted focus groups and on-the-ground research across Ngāi Tahu Tourism's ten diverse businesses. This exploration informed the development of three distinct recruitment concepts designed to resonate deeply with potential candidates.

The chosen concept, Indulge Your Senses, captured the spirit of adventure, curiosity, and wanderlust while showcasing the unparalleled sense of belonging Ngāi Tahu Tourism offers its people. This approach became the cornerstone of the campaign, differentiating Ngāi Tahu Tourism in a competitive market.

We translated the concept into a compelling suite of assets, including:

• A two-and-a-half-minute hero video highlighting the diverse experiences and opportunities available.
• Seven social video edits delivering quick, engaging messages tailored for platforms like Instagram and Facebook.
• A TikTok campaign designed with an authentic, user-generated aesthetic to connect with younger audiences.
• A careers landing page showcasing the brand's story, values, and opportunities in a visually immersive way.

Our media strategy was grounded in data-driven audience analysis, enabling us to place the campaign where it would resonate most. By focusing on platforms and formats that aligned with the target audience's online habits, we maximised engagement and drove sustained interest.