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Activity Two: Deliver key messages through third parties such as media, opinion leaders and

broadcast production

Public relations

Communication channels such as public relations deliver brand messages through third parties (e.g. opinion leaders,

independent media), drive preference for visiting New Zealand and assist in strengthening conversion of potential visitors

into actual visitors.

During FY16, activity focused on high value segments and sectors and delivered a programme of integrated campaign,

public relations and trade activity to maximise effectiveness. Activity included:

Public relations activity to build preference levels with target audiences and support conversion of visitors.

Hosting of international media, bloggers and opinion leaders.

Providing support to targeted broadcast production projects that enabled Tourism New Zealand to communicate

its destination messages through existing broadcasters with good reach.

Capitalising on the demand for high quality content and generated content to widen the range of assets available

to publishers.

Developing and implementing media programmes to leverage the media opportunities associated with movies filmed

in New Zealand such as Ghost in the Shell and Pete's Dragon.

Supporting and leveraging events both on and offshore that provided a vehicle to communicate Tourism

New Zealand’s destination messages.

Seeking out and creating opportunities through third party channels to deliver activity that supports the Christchurch

recovery.

Targeting, evaluating and securing key opinion leaders such as James Cameron, Megan Gale and Sidharth Malhotra

for use in PR and campaign activity to deliver the 100% Pure New Zealand message and deliver marketing reach.

Social media — growing engagement and reach with social media platforms (e.g. Facebook) that assist Tourism

New Zealand to build, engage and inspire active considerers.

Public relations activity is aligned with the Tourism 2025 framework, in particular the themes of:

Targeting for value through public relations work focused on growing preference for New Zealand amongst active

considerers in key and emerging markets in particular, as well as special interest sectors.

Productivity for profit through driving regional dispersal and shoulder season travel including through support for,

and promotion of, events.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s PR activity is primarily aimed at achieving:

Driving preference for New Zealand.

Due to Tourism New Zealand’s desire to integrate messages across multiple platforms this output was frequently part of

the following priorities as well:

Focus marketing activity on clearly defined higher value visitors.

Partner widely to activate conversion and extend marketing reach.

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