New Zealand has some of the most dramatic natural landscapes and
great walks available in
the world with Backpacker magazine recently calling New Zealand Hiker's Heaven. Japan
has one of the largest active hiking populations in the
world. Sounds like a great match up!
This month, Tourism New Zealand with Air NZ's support launched
our new hiking promotion in Japan, called "Walk Back to
Pure." 歩こう。ピュアな自分に会うために。
The promotion is an integrated campaign using marketing
communications, PR and trade to promote New Zealand's famous hiking
courses and tours across the country from a range of popular travel
retailers.
The all-digital campaign running from January 16 through to the
end of February captures the natural appeal of hiking in New
Zealand and its uncluttered and uncrowded appeal as a hiker's
destination.
To assist in conversion and awareness of New Zealand's world
class hiking options, Tourism New Zealand and Air New Zealand also
have an exciting range of PR files travelling to the country in the
first half of 2012.
These well known Japanese outdoor magazine titles, TV shows and
hiking personalities will travel to New Zealand's best hiking areas
to enjoy the experience themselves and then share these stories
with their readers and followers.
Some of the hiking stories and exposures from Japan planned in
coming months include:
- In February, a popular Japanese magazine will feature a story
on the Auckland region including day hiking ideas and trips.
- Also in February, an innovative media developer will release a
New Zealand first interactive iPad magazine application (free
download) with a hiking theme featuring integrated photos, stories,
video and music.
- In March, a new online media house will be shooting some
content featuring a popular Japanese actor hiking in New
Zealand.
- In addition, a popular outdoor magazine especially for
beginner level outdoor enthusiasts will feature a story on Yuri
Yosumi hiking one of her favourite walks the Hollyford Track.
Yuri Yosumi (who lives half the time in Japan and half in NZ), a
self confessed lover of New Zealand's outdoors is a popular
outdoor role model especially among active Japanese women. She
is credited with starting the 'Yama Girl' mountain fashion craze in
Japan.
- In April, a popular Japanese outdoor brand is producing their
summer brochure featuring NZ trekking as the main theme. This
brochure and summer collection will feature prominently in retail
stores across Japan. The brochure includes a 6 page feature
on NZ's world famous hiking options.
- In May, an enthusiasts Japanese walking magazine is featuring a
story on NZ hiking.
Visit our Hiking/Trekking campaign page on newzealand.com