New Zealand is believed to be leading the world in tourism
marketing by using visitors to spread the word to friends and
family through social networking.
The Prime Minister and Minister of Tourism, John Key, today
launched a new Tourism New Zealand marketing concept which uses a
mobile recording studio to capture visitors' stories about their
time in New Zealand.
International tourists will be invited to record their own short
video diary which Tourism New Zealand will then edit and post on
social networking sites, all within minutes.
Launching the new mobile studio in Auckland today, John Key said
the concept was thought to be a world first for a national tourism
organisation.
"This initiative is harnessing new technology, and marketing
through social networking in a way which will allow people to talk
directly and immediately to those at home about their time in New
Zealand," John Key said.
"This kind of fresh approach is needed in the tourism industry to
keep it among our highest foreign exchange earners during this
difficult economic period worldwide," he added.
The 100% Pure New Zealand 'Have Your Say' studio will visit 40
major tourist sites and towns on its tour over summer, starting in
Auckland but touring as far north as Cape Reinga and south to The
Catlins.
Tourism New Zealand chief executive George Hickton said the
organisation was always looking for new ways to reach potential
travellers to talk about New Zealand.
"A few years ago, things like YouTube and Facebook were new and
probably used mostly by younger travellers. These days, people of
all ages are using these networks to communicate and we want to be
part of their holiday story," he said.
It is anticipated that around 3000 video diary clips will be
captured during the 19 weeks on the road.
"If every clip is viewed by 10 friends and family back home, and
if 3000 clips are filmed that's thirty thousand messages about New
Zealand sent to our key markets - a very cost-effective form of
marketing.
"It's also very effective as we already know that a
word-of-mouth recommendation is among the most important marketing
tools we have, particularly in the UK."
The 100 % Pure New Zealand 'Have your Say' studio is the second
phase of the 'What Do You Say UK?' campaign which was launched in
London in September. The campaign uses comments from British
tourists in New Zealand as the basis for its television
commercial.
For further information contact:
Cas Carter, Corporate Communications Tourism New Zealand, Mob 021
915 410
Read key facts about the mobile studio