New Zealand is really bored of your Instagram posts.
The country has launched a new tourism campaign, urging travelers to stop mimicking photos they see online and “share something new” instead.
The call was made in a two-minute video, starring comedian Tom Sainsbury as a member of the “Social Observation Squad.” The official follows tourists to some of the country’s most famous landscapes and urges them to stop traveling “under the social influence.”
The video is a part of the New Zealand tourist board’s long-running “Do Something New” campaign.
The campaign comes at an awkward time for tourists, with most international travelers barred from entering the country.
Prime Minister Jacinda Ardern said New Zealand’s borders will remain closed for most of this year as the novel coronavirus pandemic rages on, but that the country will pursue travel arrangements with neighboring Australia and other Pacific nations.