Deputy Director General Karen Jones, Marketing Team Lead Dawn Muir and Visitor Engagement Team Lead Luana Scowcroft collect the award.
Image: New Zealand Tourism Awards | ©

Archived content: This media release was accurate on the date of publication. 


DOC is delighted to be awarded the Great Journeys of New Zealand Industry Enabler Award at the Tourism Awards for its ‘Kiwi Way’ summer behaviour in nature campaign.

Date:  25 October 2019

Under the umbrella of ‘Tiaki – Care for New Zealand’ (, the 'Kiwi Way' campaign ran over the 2018/19 summer season, targeting domestic and international visitors to conservation areas.

“Often visitor impacts are not due to how many people are using these special places, but what people do when they visit,” says DOC’s Visitor Engagement Team Lead, Luana Scowcroft.

“The majority of issues such as leaving waste and disturbing nature, are easily avoidable. It’s DOC’s aim to ensure people know how to visit our great outdoors responsibly, keep themselves and others safe, and tread lightly.”

“We’re currently looking to see how we can build on the success of ‘Kiwi Way’ over the coming summer.”

The other finalists in the industry enabler category were

  • Auckland Airport; and
  • Tomahawk and Auckland Tourism, Events and Economic Development (ATEED).

DOC also warmly congratulates Black Cat Cruises, winners of the newly introduced Conservation Category of the Tourism Awards, which the Department supports.

“This award recognises Black Cat’s leadership and commitment to conserving our natural environment and the important role they play in the New Zealand visitor experience,” says Luana.

“One of the few operators permitted to carry out these activities in Akaroa, their focus on educating and advocating for Banks Peninsula’s marine habitat and special wildlife (including Hector’s dolphins) is admirable.”

Held in Horncastle Arena, Christchurch, the 2019 New Zealand Tourism Awards are run by Tourism Industry Aotearoa.

“DOC is a very proud supporter of these prestigious awards which provide a fantastic opportunity to celebrate all that is great about New Zealand’s tourism industry, including its focus on sustainability and conservation,” says Luana.

About 'Kiwi Way'

DOC’s ‘Kiwi Way’ campaign focused on five areas of visitor behaviour (identified by research and DOC operations staff): littering, toileting, wildlife interaction, safety and drone use. The campaign voice was chatty and down to earth. It used humour, a simple thumbs up/down motif and multiple channels to connect with audiences.

By the end of the campaign, people had seen campaign messages on screens 8.6 million times (cumulative reach) and 52% of visitors surveyed following the campaign recalled seeing it.

As well as speaking directly to visitors, the campaign helped tourism operators inform their clients about protecting New Zealand’s natural places. It worked with a wide range of tourism organisations, who shared and supported the campaign.


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