Air New Zealand in our work to leverage the country’s connection
to Middle-earth. It was our final year of the Hobbit movie trilogy
and we saved the best for last. We jointly hosted 150 of the world’s
biggest Hobbit fans on the journey of a lifetime to New Zealand
in November. Then we built a full-sized Hobbit hole and garden
in a hotel room at Claridge’s in London as a key attraction for
international media covering the world-wide première of the
The resulting media coverage from these two activities was some
$35 million, generated from the 40 media outlets that journeyed
with the Hobbit Fan Fellowship and the 100 media that chose
our Hobbit room as the backdrop to their broadcasts during the
We also worked in partnerships with NZ Inc agencies and the
country’s network of Regional Tourism Organisations (RTOs) to
leverage major events hosted here. The ICC Cricket World Cup
created a unique opportunity to promote New Zealand as a
visitor destination to an estimated cumulative one billion people
who watched the event, particularly those in India, the UK and
Australia, generating $4.3 million estimated advertising value.
Hard on its heels came the FIFA U-20 Football World Cup providing
a useful entry into the Latin American market. In both instances,
Tourism New Zealand worked closely with the RTOs to deliver a
diverse programme of activities and an exceptional media hosting
programme, generating $2.1 million equivalent advertising value.
Tier one markets: Australia, China and USA
A key strategic outcome for the organisation is to grow a portfolio
of markets that drives current opportunities and creates future
market positions. Our tier one markets have all delivered
exceptional growth over the past year.
Whilst Australia is undoubtedly a mature travel market for
New Zealand, we achieved a 4.0 per cent increase in total arrivals,
and holiday arrivals up 3.3 per cent. We continued and extended
the use of the highly successful joint venture ‘touring’ campaigns,
teaming up with key operators and RTOs the length of the country
to encourage visitors to explore the regions and thereby distribute
their time and spending more widely.
As part of our annual Australian ski marketing activity we took
the ‘selfie’ phenomenon to a whole new level with the #NZDronie
campaign where visitors were able to share a unique eight-second
video captured by the drone. The #NZDronie hit the slopes for
the 2014 ski season and was promoted across Australia. It was so
successful that we brought it back for the 2015 ski season.
We hosted more than 220 travel agents for six days and were
chosen as host of the Qantas Holidays and Viva! Holidays Global
Achievers Event, bringing a further 100 of Australia’s top selling
travel agents to the country.
Tourism New Zealand’s goal in China is to grow the higher-value
Free Independent Traveller (FIT) sector. Average length of holiday
stay has moved from 7.6 days to 8.1 and we have achieved 41 per
cent growth in the number of general visitor visas being issued,
representing the more independent, longer staying, higher value
traveller segment. We are achieving this with a 30.3 per cent
increase in total arrivals.