The new campaign launches this week and will run for the next two years using sophisticated digital marketing to find and convert people ‘dreaming’ about a New Zealand holiday, into booking a holiday.
It is also the first piece of activity to be delivered from Tourism New Zealand’s new four year strategy that targets greater dispersal of visitors into more of New Zealand’s regions. The campaign also encourages off peak travel through supporting airline or travel agency partnerships.
Tourism New Zealand chief executive Stephen England-Hall says the campaign is delivered in two parts and is supported by Tourism New Zealand’s world-leading partnerships with Facebook and Google, WeChat and Qyer.
“The first part is the dream content – the sweeping, cinematic style advert that is designed to find people who already dream about a New Zealand holiday. We know this will grab their attention and really build that desire to travel here.
“Once we have found our dreamers, we will re-target them with different content designed to get them planning a holiday and finally, booking it with one of our supporting industry partners.”
“The content we have created shows off the incredible range of experiences New Zealand has to offer, addressing one of the key barriers to travel which is ‘what is there to see and do.”
“From diving at Poor Knights Island one of the world’s top dive locations, exploring a glacier on the West Coast and enjoying the beauty of the Kepler Track in Fiordland National Park, a UNESCO World Heritage Site – the campaign shows that there really is something for everyone in New Zealand.”
New content will be released in a few weeks to support consumers in planning and booking their holiday. The content provides more specific information on travel routes, places to see, things to do – and some of the Kiwi hospitality to be experienced along the way.
Content will direct consumers back to newzealand.com where all the information needed for a holiday is found.
“We would like to thank the many regions that took part and helped us create something that we think is really special. We’re excited to share it and hope that New Zealanders will be as proud as we are to see the breadth of country shown in this way,” says Stephen.
The campaign supports Tourism New Zealand’s work to spread visitation across the country and the seasons.
“Tourism is the number one export industry in the country, we are working to spread the many benefits tourism brings across the country and during the off-peak season.”
Recently released visitor data shows notable off peak increases. “We are pleased that our work is having a direct impact on this with recent data showing an increase in spring 2016 and autumn 2017 visitation – up 16.1 per cent and 10.2 per cent respectively.”
Jason Dawson, Hamilton & Waikato Tourism chief executive says “The Waikato is an integral part of any international visitor’s itinerary to New Zealand, centred around our iconic attractions like Hamilton Gardens, Waitomo Caves and Hobbiton Movie Set, so it’s fantastic to see the region featured in Tourism New Zealand’s new global 100% Pure New Zealand campaign.
“There is a real sense of journey throughout our region which aligns perfectly with Tourism New Zealand’s campaign messaging - from visiting well-known icons to discovering stunning hidden gems such as The Blue Spring and emerging visitor attractions such as Sanctuary Mountain Maungatautari, there is an exciting range of experiences right across the Waikato.”
“We are seeing the positive impacts of effective regional dispersal marketing with the current trend for first or last night stays in the Waikato increasing, while international visitor guest nights continue to grow for the region.”
The campaign launches this week and will run in all Tourism New Zealand’s target markets.
Notes to reporters:
The following regions are featured in the main ‘dream’ feature. Planning and booking content will differ by market and will be released over the coming weeks.
• Waitangi Treaty Grounds
• Poor Knights Island Marine Reserve
• Paihia Farmers Market
• Rotorua – Polynesian Spa
• Abel Tasman National Park
• Franz Josef Glacier
• Haast Blue Pools
• Bowen Falls
• Kepler Track