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 Zealand is involved in are
rather eclectic - but then, that's the point. Catching the
attention of our target market offshore requires some creative
thinking.
Getting involved in the right events can be a great way of
getting media coverage of New Zealand and converting that into
people thinking about New Zealand as a holiday destination.
Tourism New Zealand gets involved in events that we know our
target market will attend, but also events that are likely to get
media coverage in outlets that our target market read or view. This
might include creating events that highlight what's unique and
special about New Zealand, or finding a way to create a media angle
alongside an existing event.
Every year our international media programme hosts journalists
for events such as the Montana World of Wearable
Art Awards Show (WOW), the Michael Hill Golf Open, the 100%
Pure New Zealand Winter Games, Toast Martinborough, Matariki
(the Māori new year) and international yachting events such as the
Louis Vuitton
Trophy Series.
Coverage of these events reaches millions of readers and viewers
in our offshore markets and raises awareness of what's on in New
Zealand and the kinds of experiences people can have here.
As well as supporting these New Zealand-run events, Tourism New
Zealand also organises some high-profile events offshore that bring
New Zealand to life and capture the imaginations of our target
market. Tourism New Zealand's Giant Rugby Ball is one example of
this, but we have also won Gold at the Chelsea Garden Show in
London, hosted thousands for a two-day New Zealand festival in
Japan and taken Māori art treasures to the US and Japan.
These kinds of events draw huge amounts of media attention, as
well as giving consumers a taste of New Zealand in their home
countries.
Promotion around Tourism New Zealand's entry
in the 2006 Chelsea Garden Show included '100% Pure New Zealand'
4-wheel drives parked up in downtown London.
A stadium of four million
The 2011 Rugby World Cup will be a massive boost for New
Zealand's profile offshore. With an estimated global audience over
four billion, the event will put New Zealand in the spotlight like
never before. Find out
more about RWC 2011.