International PR

Gaining compelling, high-profile media coverage to motivate our target market to travel to New Zealand is the main aim of Tourism New Zealand's international public relations team.

Tourism New Zealand's international media programme hosts around 400 international media in New Zealand each year. Broadcast media are the main target because they can best capture what New Zealand has to offer, followed by high-profile magazines, websites and newspapers.

Tourism New Zealand is also hosting a growing number of respected opinion leaders, journalists, writers and thinkers who endorse New Zealand internationally. Opinion leaders are hosted with the understanding that they will gain widespread media attention in New Zealand's main visitor markets.

These are the kind of people Tourism New Zealand believes can cut through the media clutter in people's busy lives and reach those most likely to visit here.

To help international media to write about New Zealand, Tourism New Zealand also has a media website, which now attracts more than 300,000 visits each year. The website is constantly updated with story ideas, media releases, features and videos.

Tourism New Zealand staff and the wider tourism industry are also encouraged to work as part of a 'global newsroom', constantly identifying news stories and events that can help New Zealand maintain a strong and positive profile internationally.

  • It's All About Results

    Last Updated on: 21 January 2010

    Tourism New Zealand is helping to build New Zealand's celebrity status internationally by hosting media from our key markets. We bring them down to New Zealand, show them the best...

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  • Influencing the Influencers

    Last Updated on: 16 December 2009

    They come in many different shapes and sizes - from bloggers to sports stars, media personalities and actors, to politicians and environmentalists - but they all have a few things...

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  • Spreading our News

    Last Updated on: 16 December 2009

    Hosting media in New Zealand is a very important part of our PR work, but it is not the only way to achieve coverage in international media. Tourism New Zealand...

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  • Grabbing Attention with Events

    Last Updated on: 11 March 2010

    Bizarre bras, taking Bluff oysters to Sydney, black sand to London, a taste of New Zealand in Japan and a giant inflatable rugby ball - the events that Tourism New...

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