These encouraging results have led to a decision to focus virtually
all of Tourism New Zealand’s efforts on promoting off-peak
travel periods in 2016/17. While land-based price and availability
advantages will support further shoulder season growth, there
will be challenges to achieving this goal given airlines continue
offering additional summer capacity. Tourism New Zealand will
be working with our airline partners throughout 2016/17 to find
solutions around this issue.
100% Pure New Zealand
Tourism New Zealand continued to challenge itself to create
new and exciting ways of promoting New Zealand to the world
in 2015/16. The award winning 100% Middle-earth campaign
gave New Zealand renewed exposure around the world and
pushed visitor numbers to new records. In July 2015 Tourism
New Zealand followed up this success with the launch of a new,
refreshed 100% Pure New Zealand campaign using the theme
‘Every day a different journey’ and a new design system including
a new typography called ‘Pure Pakati’ with an increased emphasis
on our unique Māori culture.
The 2015/16 campaign specifically targeted the barriers to travel
and brought to life the notion that ‘everything in New Zealand is
close and that a diverse range of experiences are all within easy
reach’. In-market research undertaken showed that ‘motivation
to visit’ New Zealand as a result of seeing the campaign beat
the benchmark in all markets and broke the previous record for
motivation achieved by the 100% Middle-earth creative work.
Strategic commercial partnerships, including those with
Facebook and Google, Air New Zealand, United and American
Airlines, Auckland and Christchurch International Airports, and
luxury travel agency consortia Virtuoso, to name but a few, have
netted mutual benefits and extended the reach of the campaign
around the world.
Tourism New Zealand has also continued its successful approach
of partnering with influential celebrities to promote New Zealand
to different audience groups. The organisation started the
2016/17 financial year with new advertising featuring Hollywood
director and famed explorer James Cameron including a series of
short videos, a number of still images, and spoken content that
tells the story of his love of New Zealand and his encouragement
for people to be curious and explore our country.
The collaboration with James Cameron completed a significant
year of work with influencers: supermodel Megan Gale helped
promote cycling holidays to the Australia market, and actors
Huang Lei from China, Sidharth Malhotra in India and Joe Taslim
from Indonesia all became valued ambassadors for New Zealand
adding their skills and reach to the 100% Pure New Zealand
campaign in respective markets.
Driving digital partnerships
Also in 2015/16 Tourism New Zealand unveiled a new approach
to paid social media with video content made specifically for
Facebook and in collaboration with Facebook’s creative team.
The Kombi Diaries built on the ‘Everyday a different journey’
message through a series of five sequential films, followed the