Tourism New Zealand has named Orchestra U.S. as its public relations agency of record (AOR) for the United States, signaling a renewed push to attract American travelers as global tourism rebounds.
Under the new partnership, Orchestra will lead strategic communications, media outreach, and experiential campaigns aimed at inspiring U.S. visitors to explore New Zealand’s diverse landscapes and culture. The agency is expected to highlight the country’s natural beauty, adventure offerings, and Māori heritage while emphasizing sustainable travel practices.
René de Monchy, Chief Executive of Tourism New Zealand, said the appointment aligns with the agency’s mission to expand its presence in one of its most important long-haul markets. “The United States remains a key growth region for us. Working with Orchestra gives us fresh creative energy and a strong on-the-ground network to share New Zealand’s story with American audiences,” de Monchy noted.
Orchestra U.S., known for integrated campaigns in travel and lifestyle sectors, will collaborate closely with Tourism New Zealand’s global marketing teams. The agency will manage media relations, content development, influencer partnerships, and event activations across major U.S. cities.
Industry analysts view the move as timely. International visitor arrivals to New Zealand have steadily increased since border restrictions eased, with U.S. travelers among the fastest-growing segments. The partnership aims to build on this momentum by positioning New Zealand as a premier destination for adventure seekers, nature lovers, and cultural explorers.
Orchestra U.S. CEO [Insert Name] expressed enthusiasm about the collaboration. “New Zealand’s breathtaking landscapes and vibrant culture offer endless storytelling opportunities. We’re honored to help share that magic with American travelers,” the executive said.
The agreement takes effect immediately, with the first joint campaigns expected to launch ahead of the upcoming peak travel season.
