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 in common. They
have a high profile in the news media and they are the kinds of
people that influence opinions, particularly among our target
market.
Part of Tourism New Zealand's international media strategy is to
host a growing number of opinion leaders each year. This is done
under the understanding that they will gain widespread attention
for New Zealand.
Opinion leaders are influential people who can effectively and
credibly promote the New Zealand experience through a variety of
media outlets, and can talk directly with Tourism New Zealand's
target market either online through their websites and blogs, or in
person at events in our offshore markets.
Word of mouth is one of our most powerful marketing tools, and
the reach and credibility of opinion leaders makes their word even
more powerful. Working with these individuals helps extend New
Zealand's profile and inspire travellers from our target market to
come here on holiday.
Tourism New Zealand has hosted a number of opinion leaders from
across our key markets since this programme began in 2007. Part of
the programme is about cultivating ongoing relationships that will
maximise future PR opportunities for New Zealand.