Previous Page  10 / 162 Next Page
Information
Show Menu
Previous Page 10 / 162 Next Page
Page Background

This was helped no doubt by our hosting of the world’s

most watched reality TV show when ‘Dad, where

are we going?’ selected New Zealand as its first ever

international destination. Season two was watched by

around 400 million Chinese and the 16-part season

ended with two episodes filmed in New Zealand.

Integrated marketing, PR and trade activity were used to

drive significant results.

The show screened 200 minutes of New Zealand

destination footage, resulting in 70 million New Zealand

impressions on Chinese social media and more than

$178 million in coverage value. In addition, Air New

Zealand recorded a significant increase in web traffic

and online sales in the month following the New Zealand

episodes going to air.

In the trade space, we held our largest ever 10-day

travel agent training and operator networking event in

China, with a record 44 New Zealand operators meeting

a total of 315 agents. This was followed by a ‘mega famil’

to New Zealand for 120 agents.

The third of our tier one markets, the USA, also

ended the year on a high with 10.2 per cent growth

in total arrivals and 12.2 per cent growth in holiday

arrivals. Our leverage of The Hobbit Trilogy has been

particularly focused in this market. Air New Zealand’s

announcement of a new Houston-Auckland route is an

extremely positive sign and provides significant growth

potential that Tourism New Zealand will be working hard

to maximise in the year ahead.

Of particular success over the past year has been our

use of influencers, including the engagement of New

Zealander, Phil Keoghan, well-known as host of hit TV

show The Amazing Race, as the face of Tourism New

Zealand’s cycling campaign in the USA.

Tier two markets: Germany, the UK

and Japan

Tourism New Zealand’s tier two markets, Germany, the

UK and Japan, saw significant sport, Hobbit and youth

focused activity over the year. Growth out of these

markets is positive, with Germany showing 7.0 per cent

growth in total arrivals; the UK showing 1.9 per cent

growth in total arrivals and Japan delivering 11.8 per

cent growth in total arrivals.

In Germany and the UK we worked alongside global

travel seller STA travel to deliver youth-targeted activity

aimed at backpackers. We also hosted the STA Global

Famil bringing 53 STA travel agents to New Zealand in

support of campaign activity.

Tourism New Zealand also supported the filming of an

episode of Germany’s Next Top Model that featured

Auckland’s Skytower Jump, Māori Waka Experience,

Eco Zip Waiheke, and lunch at Mudbrick Winery on

Waiheke Island.

For potential travellers from the UK, it was a year of

sport with both the Cricket World Cup and FIFA U-20

World Cup providing motivation to consider travelling

to New Zealand. Tourism New Zealand is already

planning how it will leverage the British and Irish Lions

Tour in 2017. Then there was the visit by Britain’s Prince

Harry and the 19 international media that documented

his every move. Some $14 million in international media

coverage was achieved during the Prince’s week-long

stay thanks to our media team delivering compelling

stories and images of the Prince’s trip to visiting and

other international media outlets.

While not exactly royalty, one of Japan’s most well-

known athletes, figure-skater Mao Asada, visited with

her sister Mai and their trip aired as a storytelling-type

documentary, viewed by an audience of 4.4 million.

The use of influencers has been highly successful in

Japan and Tourism New Zealand also worked alongside

6