It’s a multi-billion-dollar industry attracting millions of backpackers, campers and coach tours every year, as well as employing thousands of New Zealanders to service it. So it’s a mystery as to why tourism doesn’t get the specialist news coverage it warrants. Luckily, two journalists are on the task with the launch of Tourism Ticker, a digital news site for New Zealand’s flourishing tourism industry.
Marketing, advertising & media intelligence
Destination Queenstown is counting down to spring in its new campaign, which encourages Australians to make the trip across the ditch by showing off the town's views and activities in an interactive campaign.
'Meanwhile in... New Zealand', Kiwi kids are enjoying winter ice cream up Mt Hutt according to Air New Zealand's latest installment of its long running campaign, which is an effort to encourage Australians to take advantage of daily flights to Christchurch.
Destination Queenstown uses pretty imagery and the promise of revitalisation to lure autumn visitors
Queenstown has long been considered the jewel in New Zealand’s tourism crown. Famous for its epic mountains, sparkling lake, winter sports and bountiful vineyards. Destination Queenstown has just launched its latest campaign, highlighting that the southern town is just as (if not more) beautiful in autumn through an image-heavy parallax created by Time Zone One, print and outdoor advertising via Queenstown agency Feast.
Wellington Tourism is trying to catch the attention of Australians in Sydney and Melbourne through a new online campaign that features several well-known Aussie business people experiencing what the capital city has to offer. Developed in partnership by Tourism New Zealand, Positively Wellington Tourism (PWT) and Destination Marlborough, the three-part 'Inspired by Wellington' campaign, which was executed by Whybin\TBWA Sydney, is currently being rolled out via the Wellington Tourism website.
'Unmistakably from this place': as the fantasy ends, Tourism New Zealand launches next iteration of 100% Pure
16 years ago, the 100% Pure slogan was born (after being conceived by an Australian agency). And, despite a few naysayers pointing to the fact that it's not entirely true, it's widely recognised as one of the world's most successful tourism marketing campaigns. For the past three years, it's had a distinctly fantastical feel as part of the 100% Pure, 100% Middle Earth campaign, but rather than chuck it all out and start again, it's decided on an evolution, both in terms of the comms and the visual identity. PLUS: Andrew Fraser on Tourism New Zealand's growing digital focus.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
Tourism New Zealand has 100% Pure. Wellington has its Absolutely Positively. What's Auckland's story? ATEED's Vivien Bridgwater is tasked with opening the book.
Positively Wellington Tourism aims to lure more Kiwi couples to the capital, squeezes four-day tour into 60 seconds
50 Wellington locations were captured in four days of shooting for Positively Wellington Tourism’s new commercial, which follows a young couple on a whirlwind tour around the capital. And it has even the most hardcore Wellingtonians watching again to try and pinpoint every location in the clip.
Auckland, Wellington and Rotorua have had a bit of tourism work done recently. And Tourism Bay of Plenty is following suit with a campaign that hopes to lure visitors to the region and get them to open their wallets over the peak summer season.
The team behind Stqry, an app that lets people find local attractions and immerse themselves in the story around it, has launched a competition to showcase some of our best art, culture, history, heritage and wildlife spots.
GrabOne, best known for its daily deals, is marketing itself to a new audience with a booking and information site for national travellers.
A new Positively Wellington Tourism campaign aims to sweep away perceptions of a blustery city where the chances of an enjoyable visit depend on the weather. The domestic marketing push shows off people and places: craft beer tasting at Garage Project; cheese buying at local food institution Moore Wilson's; fish and chips with the family at Oriental Bay; brunch at Maranui Cafe and more.
New Zealand gets a $20 million marketing boost through new partnership, as Air New Zealand unveils new look
Airlines and tourism marketing entities go together like raspberry and Coke, and following some successful recent partnerships, Air New Zealand and Tourism New Zealand have upped the stakes, agreeing to a one-year, more than $20 million deal to promote travel to New Zealand, an increase of around 80 percent on the previous year. PLUS: Air New Zealand drops the blue in new livery.
Coat-tailing on the success of The Hobbit trilogy is paying off for Tourism New Zealand and it says it's a strategy that will feature heavily in the organisation's three-year plan for marketing the country to the rest of the world.
When it comes to Pacific destinations, Tonga is a long way down the consideration list and has smaller visitor numbers than Fiji, Samoa, Rarotonga and Vanuatu, primarily because, unlike those countries, it has never really invested in promoting itself. But for the first time in its history, the Kingdom has taken to TV with a trans-Tasman campaign that aims to build on the 2012 launch of ‘the True South Pacific’ brand and show what its 176 islands can offer visitors.