How Tomahawk is Redefining Digital Marketing for Tourism
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Tomahawk started with a simple idea—helping tourism businesses grow by making digital marketing work for them. Today, that idea has turned into a thriving agency that partners with travel brands of all sizes, helping them build stronger online presences, drive bookings, and connect with their audiences in meaningful ways.
Founded in 2008 by husband-and-wife team John Hayson and Gina Paladini, Tomahawk was born from a mix of tourism expertise and digital innovation. What began as a conversation about improving airline booking systems quickly evolved into something bigger—a company dedicated to shaping the future of tourism marketing. From bespoke websites to branding and digital campaigns, every project is built around one goal: creating measurable success for clients in an ever-changing industry.
Along the way, Tomahawk has built something just as important as its client partnerships - a workplace where people love to be. That's why they've been named one of New Zealand's most loved places to work, earning a well-deserved spot on the Culture New Zealand Awards list.
At Tomahawk, culture isn't just about office perks or mission statements—it's something that's shaped every day by the team. Employees are encouraged to take ownership of their work, share ideas freely, and be part of something bigger than just their individual roles. Collaboration is at the core of how the company operates, with every team member playing a role in shaping the business.
Work-life balance isn't just a phrase here—it's part of how success is built. The team works smart, not just hard, making sure ambition never comes at the expense of well-being. It's a place where effort is recognised, growth is supported, and everyone understands how their work contributes to the bigger picture.
This recognition extends to celebrating team members who go above and beyond. Co-founder Gina Paladini recently highlighted General Manager Renee Goodsell's exceptional dedication: "Running a digital marketing agency in the tourism industry is no small feat — it's a fast-paced, multi-faceted role that involves balancing client needs, supporting an amazing team, and keeping the business humming along smoothly." Despite managing back-to-back travel to Tonga and Fiji for client presentations during a busy conference season with major project launches, Goodsell still maintained day-to-day operations and team support - exemplifying the leadership that drives Tomahawk's success.
That sense of ownership and pride is something Tomahawk actively nurtures. The company's coaching programme helps employees set and achieve meaningful goals—not just within the business but for their long-term careers. Growth isn't just about climbing a ladder; it's about gaining confidence, expanding skills, and feeling proud of the impact you make.
Finding the right people has been key to keeping this culture strong. Tomahawk looks for team players who are ready to roll up their sleeves, find creative solutions, and work together to make things happen. The hiring process is as much about personality and mindset as it is about skills, ensuring that every new team member adds to the company's positive, supportive environment.
This supportive environment extends to newcomers as well. Former intern Sophie Berman shared her experience: "I had an incredible experience working with the Tomahawk team in New Zealand. Getting to contribute to real-world projects that inspire travelers and support tourism businesses was both meaningful and fun." She particularly valued the "support, mentorship, and encouragement" she received—a testament to Tomahawk's commitment to nurturing talent at all levels.
To keep things running smoothly, Tomahawk also uses DISC personality profiling, helping to align team strengths and company goals in a way that benefits both individuals and the business as a whole.
Why The Culture New Zealand Awards?
Winning the Culture New Zealand Award is more than just recognition—it's a reflection of everything Tomahawk stands for. This award isn't given based on company branding or best-place-to-work lists. It's built on real insights from employees across New Zealand, measuring what truly makes a workplace exceptional. Thousands of employees were asked:
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What's one moment that showed you your company truly cares about its people?
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What's the secret to your connection with the company culture?
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What initiatives make you feel valued and help you grow?
Alongside these insights, Employee Net Promoter Scores (eNPS) and career growth satisfaction metrics highlighted the companies that don't just offer jobs—they create workplaces where people genuinely love to be.
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