Tourism New Zealand will launch its brand marketing campaign in the UK this weekend featuring more than 300 New Zealanders sharing welcome messages on the tourism board’s social channels.

The “Good Morning World” campaign includes messages from a parasailer, a shoulder-nibbling horse, an adventure-seeker and a wannabe Hobbit, just in time for International Hobbit day on September 22.

Tourism New Zealand chief executive, Stephen England-Hall said: “We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect.

“Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”

The campaign launched globally in June and launches in the UK on September 21. Videos will be shared each morning on the tourist board’s Instagram and YouTube.