Tourism New Zealand has released its latest campaign with quirky New Zealand comedian Rhys Darby heading up a rigorous investigation alongside Prime Minister Jacinda Ardern to find out why Aotearoa can’t be found on maps around the world.
Browsing: Tourism NZ
Despite a rocky start and questions over commercial influence on the government, the $10 million strategic marketing partnership between Warner Bros and Tourism New Zealand (with Air New Zealand also along for the ride) seems to have done the business, with The Hobbit trilogy—and the Lord of the Rings movies before it—getting the country into the minds of numerous foreign moviegoers and helping to increase the number of visitors to our shores. But we could always do with a few more, so it’s released the third and final instalment of its ‘Home of Middle-earth’ series.
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.
There were a few terse words directed at Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand from the creative community last year when Principals, a largely Aussie-based design shop with a small presence in New Zealand, was appointed to tell the New Zealand Story. But the next phase—creative development—has gone to the (admittedly STW-owned) local combination of Designworks and Assignment.
The media landscape has been transformed and fragmented by the power of digital, mobile and social technology. And it’s increasingly difficult to work out a plan to get traction for brands in this new, less certain environment. Contagion’s Tom Bates looks at three areas worthy of focus for modern-day marketers.
The Webby Awards aim to honour general internet awesomeness, and fighting it out for gongs with big global beasts like Facebook, YouTube and Pinterest are local hopes Shift for Tourism New Zealand, Resn for Toyota’s Camry Effect, Xero and DDB/Rapp Tribal for McDonald’s. And they need your votes.
15-29 year olds make up 25 percent of New Zealand’s total visitors. And while they may not spend as much as the older folk, they stay here for a longer and are an important chunk of revenue for the industry. Due to a combination of new, exciting and probably cheaper destinations coming into fashion and a lack of activity directed at the youth market over the years, New Zealand has fallen off the radar slightly for this demographic, but Stories Beat Stuff, a digital campaign launched by Contagion last year that asks potential travellers to give something up in exchange for a trip to New Zealand, is helping to change that.
Snapr, a Kiwi-conceived free photo sharing and geo-tagging app has made a bit of name for itself after being given some cash by New Zealand Trade and Enterprise, endorsed by Microsoft and used to show the glamour shots during New Zealand Fashion Week. Now it’s added a dose of the digital marketing term du jour—gamification—to the recipe with a photo sharing game called Capture the Flag that’s captured the attention of some major Kiwi brands.
The Yellow Treehouse and Tourism New Zealand’s Giant Rugby Ball campaigns have been identified by the CAANZ Marcomms Leadership Group as two of ten examples from around the world that best show the value of PR and experiential marketing as part of the marcomms arsenal.
Another edition of Movings/Shakings hits the shelves, and this time there are a few big names in the mix.
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 …