The ICCA Best Marketing Award 2023 (sponsored by The Meetings Show) was awarded to Tourism New Zealand during the last day of the 62nd ICCA Congress in Bangkok. TNZ competed with ‘If You Seek’, a campaign promoting extraordinary and unique business events, giving delegates and visitors something that is far from generic. 

The campaign shows how creativity, heart and storytelling can weave captivating and emotive campaigns that go way beyond the obvious, the theme for the Best Marketing Awards 2023. Using the natural attractions in and around Aotearoa – and highlighting the many opportunities available for delegates - effortlessly shows how business events can be the portal into something far more profound. The video resulted in 2.3 million views, increased visitor spend and stays, +17 sustainability awareness for travellers, a 11% increase in regional tourism, and 90 international conference bids worth NZ$135m in 2024. 

ICCA CEO, Senthil Gopinath: “It’s a huge achievement to win this award and the judges faced a difficult choice. But everyone was captivated by the storytelling of how TNZ takes the delegate out of the meeting space and into the heart and soul of the community. The idea of being somewhere that speaks to you from the outside is so evocative, and quite moving. This concept was brought to life visually, at trade shows across the world, and here in the Congress hall.” 

Congratulations to Tourism New Zealand and to the other Best Marketing Awards finalists: Destination Canada, France Convention Bureau, in partnership with LinkeUs - Word of MICE , and Uppsala Convention Bureau.