Tourism New Zealand has kicked off the first campaign (via TBWA Sydney) of a four-year strategy to target a greater array of visitors into more of New Zealand’s regions and encourage off-peak travel by tapping into audiences’ holiday dreams.
Set to Iggy Pop’s ‘The Passenger’, the hero video follows a couple as they explore different locations around New Zealand and try the different activities on offer such as scuba diving, swimming, eating and kayaking.
Tourism New Zealand chief executive Stephen England-Hall says the content has been created to show 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.”
He added the cinematic style of the video is designed to find people who already dreaming about a New Zealand holiday, and once their attention is piqued, it will re-target them with different content to get them planning a holiday and booking it through one of Tourism New Zealand’s supporting industry partners.
The effort is supported by Tourism New Zealand’s partnerships with Facebook, Google, WeChat and Qyer.
Last year, Tourism New Zealand director of marketing Andrew Fraser told StopPress its partnership with Facebook was penned to give Tourism New Zealand access to the social media site's creative and strategic teams. It came after a realisation that in order to improve visitation in off-peak seasons, Tourism New Zealand should increase the frequency of its above-the-line campaigns to ensure the brand was visible all year round, rather than blasting advertising during peak periods.
Recently released visitor data shows notable off-peak increased, with spring 2016 and autumn 2017 visitation up 16.1 per cent and 10.2 per cent respectively.
To ensure this campaign continues that trend, it will run for two years and new content will be released in a few weeks that provides more specific information on travel routes, places to see, things to do and some of the New Zealand 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 England-Hall.