Officials launched the campaign after getting fed up of seeing the same photos, such as the "hot tub backshot" and the "summit spreadeagle", and are instead encouraging visitors to explore more of New Zealand’s ample natural beauty. "There are so many incredible things to do in New Zealand, beyond the social trends," Bjoern Spreitzer, Tourism New Zealand domestic manager, told local news site Stuff. The campaign video features New Zealand comedian Tom Sainsbury as a ranger on a mission to stop tourists taking the pictures we have all seen before. “People have been seeing those photos on social media, and have been going to great lengths to copy them,” he says, as he clambers up the side of a grassy bank to a pair of tourists about to take a tried-and-tested shot.