A new tourism marketing campaign in China is using social media
and celebrity to boost New Zealand's profile in the world's most
populous nation.
Opportunity to grow
It's no secret that China is emerging as one of the world's most
powerful economies. Economic growth is driving increased interest
in tourism, and New Zealand needs to be clever about how we make an
impression in this market.
The '100% Pure New Zealand' campaign
has helped us get a foot in the door in China, with campaign
activity since 2008 contributing to growth in awareness.
But the impact of big-budget brand campaigns has slowed. A new
campaign, launched in market in April 2010, is talking to smaller
groups of consumers - those who are already interested in a New
Zealand holiday - and giving them good reasons to book now.
Working with some well-known Chinese, who are respected by our
target audience, 'Experience New Zealand, Right Now' is giving
potential visitors from China a real taste of New Zealand.
Spreading the word
Digital media makes it possible to get closer to these potential
visitors and tell a more detailed story about New Zealand, helping
fill the gap in their minds of what a New Zealand holiday is all
about. As well as social media websites, the campaign is using
search engine marketing, online marketing and other interactive
digital channels to reach targeted groups of consumers.
Word of mouth is one of New Zealand's most powerful marketing
tools, and this is no different for China. Our research tells us
that Chinese consumers are more likely to book a holiday here if it
comes as a recommendation from someone they know and trust.
Unlike in the UK, however - where friends and family members are
the most trusted - Chinese consumers tend to favour recommendations
from well-known personalities and celebrities.
By working with two successful and high-profile Chinese
'advocates' - director and screenwriter Lu Chuan, and blogger/media
personality Hung Huang - Tourism New Zealand has been able to tap
into their existing communities of fans.
Footage of their holidays and personal experiences in New
Zealand, edited into mini-films and shared through online
platforms, is providing a simple but powerful way to reach
potential visitors.
The digital difference
The platforms may be different - if you don't surf the Net in
Chinese, you probably won't have come across www.tudou.com or
www.kaixin.com
- but social media websites in China yield as much influence as
their Western counterparts YouTube and Facebook.
Tapping into these channels, with the help of Lu Chuan and Hung
Huang, is a great way to spread content virally, engage consumers
in conversation and build lasting networks of 'fans'.
With 384 million Internet users in China, online channels
provide an ideal opportunity to extend the reach of the '100% Pure
New Zealand' campaign.
The 'Experience New Zealand, Right Now' campaign launched in
April with advertising on digital interactive television, on office
building screens and online. All advertising and media placements
direct consumers through to www.newzealand.com/travel/china, where they can
download Lu Chuan and Hung Huang's New Zealand itineraries and link
through to travel seller partners to purchase travel.
Want to know more?
Hung
Huang's New Zealand experience focused on food and wine, and
family-friendly holiday experiences.