Tony Rogers

Tony’s experience in destination marketing spans 11 years. He was most recently Director of Marketing at the national tourism body, Tourism New Zealand (TNZ). Prior to that, Tony held senior marketing roles with TNZ and Australia’s national tourism organisation, Tourism Australia.

As Director of Marketing at TNZ, Tony led global marketing strategy through the disruption of COVID and the development and implementation of a distinctive brand strategy built on te āo Māori (Māori worldview) principles. This strategy enabled a distinctive creative platform, provided a foundation to integrate indigenous storytelling, and aligned domestic and international marketing for the first time. Responsibility included stewardship of the 23-year-old ‘100% Pure New Zealand’ campaign including overseeing all creative and content development, working with Regional Tourism Organisations (RTOs), Department of Conservation and Māori on film and content production throughout New Zealand including in protected areas.

Tony has led several inter-agency projects including aligning New Zealand Inc. stakeholders behind a cohesive ‘Brand New Zealand’ strategy together with New Zealand Story, New Zealand Trade & Enterprise, Ministry for Primary Industries and Education New Zealand. As a key member of the national working group, he was integral in establishing a national proposition, core values and guiding brand framework.

He also led a project investigating the impacts of climate change on future travel to New Zealand, engaging and collaborating with senior tourism industry stakeholders. This work has been instrumental in influencing New Zealand’s future of tourism strategy, orienting to a more regenerative and sustainable approach.

During his tenure at TNZ Tony also served on the national Board of the NZ Backpacker Youth and Adventure Tourism Association.

Tony’s breadth of industry experience, strategic marketing application, project management skills, leadership capability and collaborative style make for a highly adaptable and effective resource.