In the wake of New Zild winning favourite long-haul destination in UK Conde Nast Traveller recently, Tourism New Zealand is picking up ball and running with the momentum of the NZ profile.
Next month it launches a campaign specially marketed towards UK backpackers and young travellers through the STA UK network. Activity includes TVCs, social media marketing, SMS marketing and POS in STA Travel stores.
The campaign then moves throughout Europe in the following months. There are also plans to take the campaign to Australia to get backpackers travelling in Oz to cross the ditch for more adventure.
The ‘Go All the Way’ campaign invites backpackers to include NZ as part of their world trip and challenges them to experience all the thrills of a holiday down under.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.