It must be written into our neighbouring country’s constitution that all television commercials promoting the region must include some kind of extremely cheesy musical element. The all singing, all dancing ‘There’s Nothing Like Australia’ epic by DDB was touch and go, but it’s Queensland, the same province that brought the world the amazing, multi-award-winning ‘Best Job in the World’ campaign, that really deserves to be taken to task, because it is responsible for two of the biggest toe curlers in recent memory.
Browsing: tourism
With Tourism New Zealand’s campaigns to China, Japan, Australia, the UK, USA and Germany now firmly unleashed, comes good news for New Zealand’s tourism market, with fresh figures from the Tourism Satellite Account: 2010 showing spending by international tourists in New Zealand increased 1.6 percent ($149 million …
As the well-known Queenstown saying goes: “It’s tourist season, but, sadly, you can’t shoot them”. And to try and further increase visitors over the upcoming summer boom time, Tourism New Zealand has launched a fresh marketing offensive in China and expanded its digital campaigns in Japan, USA, Canada, UK and Germany, all of which signify a marked change of strategy following the addition of digital specialists Amnesia Razorfish to its agency roster.
Dunedin’s well-received new campaign tapped into its local networks to try and discover some of the region’s quirks and secrets. And Christchurch and Canterbury Tourism has taken a similar approach for its new tourism push, although instead of crowd-sourcing ideas from the hoi polloi, it’s using “global TV star” and proud Cantabrian Phil Keoghan as its ambassador.
Regional branding efforts and their associated tourism pushes often have a whiff of desperation about them. But there seems to have been a coming of age in New Zealand recently, with some solid and distinctly uncringeworthy new marketing initiatives from Wellington, Christchurch and, most recently, Dunedin, which has just launched its new brand with an outdoor and online campaign.
With more and more visitors to New Zealand researching online—and with the Rugby World Cup just around the corner—there is a big opportunity for increased business across a range of different sectors. So how do you move up the search chain and tap into that demand? First Rate’s Grant Osbourne offers a few digital tips for tourist operators and, by extension, other small business owners and marketers who are hoping to enhance their online presence.
There are a few things we simply can’t abide here at StopPress: intolerance for other nations, the Dutch and using the power of song to express your emotions. So, you can imagine our horror when we laid eyes and ears on the new TVC for Australia’s new tourism push, ‘There’s Nothing Like Australia’.
Tangible Media has announced the launch of TO, the official magazine of the Tourism Industry Association New Zealand (TIA). The quarterly publication will be sent directly to TIA’s 1,500-plus member tourism operators and to major stakeholders in the industry.
Why we like it: As Mother always said, put some animated needlework in your ads (or your songs) and you’re bound to win the TVC of the week prize on StopPress. And the artisanship on display in this quirky, handmade and awfully time-consuming little number that was …
…By getting the rest of the world to promote it for you, of course.
Our Dear Leader, tourism minister and meat-sizzling, beer drinking Kiwi bloke John Key has dished out $5 million of marketing cash in order to promote eight of the country’s biggest tourist regions.
As Bonnie Prince Willy jaunts around New Zealand on his regal tour with around 60 foreign journalists capturing his every forced smile and hoping he’ll spill tomato sauce on his suit at the upcoming governmental barbecue, much has been written about the value to ‘brand New Zealand’ in terms of the positive exposure his jet-lag infused trip will generate.
Carat New Zealand has delivered a digital media first in the New Zealand market by creating a new campaign for Tourism Australia entitled ‘Short Breaks’.
Last week, our dear leader turned a few symbolic clods on the banks of the Waikato River and kicked the New Zealand Cycle Trail project into ‘high gear’.
New Zealand has leapt three spots to take fourth place in the fifth annual Futurebrand Country Brand Index (CBI).
Tourism, like most sectors, has had a tough 2009 (although Kevin Rudd’s New Zealand ski season stimulus package certainly seemed to soften the blow).
With the world supposedly heading to hell in an economic handcart, it was inevitable that fewer international guests would grace our distant foreign shores. But …
The ‘world famous in New Zealand’ brand has gone global with a website, blog and webisodes to promote the new Paeroa Department of Tourism, tourismpaeroa.co.nz.
It’s all a bit of tongue in cheek created by Ogilvy for L&P. The spots feature Maurice Morrison, self-appointed …
Our beloved leader looks a little, well, star struck, meeting the big man. And we don’t mean Obama.
John Key reads the “Top 10 Reasons to Visit New Engla … New Zealand!”
Tourism New Zealand Chairman Greg Muir announced today the appointment of Kevin Bowler as its new CEO.
Mr Bowler has extensive marketing and business leadership experience spanning fast moving consumer goods, technology and media brands in New Zealand and overseas.
He is currently CEO for start-up Yahoo!Xtra, a JV …
Want to reach 600,000+ business readers in India? Adage Business & Media Services is giving you the chance to be a part of a supplement called ‘KiwiLand’ to be distributed with the Economic Times, India’s largest-selling English business daily with editions in Mumbai, Delhi and Bangalore.
The 24-page booklet …
Fresh from its success in dragging Aussies across the ditch to ski, soak and spend, Tourism New Zealand has just launched a new 100% Pure campaign in China.
The brand got a first outing there in 2008, with “astonishing results”, according to TNZ.
The new campaign commenced on September 7 …
The English and the Aussies just love Godzone. Doomsayers may wax on about the recession, but tourism in NZ has been given a boost thanks to two recent findings.
UK glossy Conde Nast Traveller ranked NZ as the second best destination in the world, after Italy. Turkey was third and …
The Australian Government has earmarked AU$20m to relaunch Australia’s brand image. A public tender is open for the next two weeks for creative agencies to wow Rudd and his cronies. The brief is to sell Australia to the world and encourage investment and education opportunities there. The campaign …