The 'Have Your Say' mobile studio is the second-phase of Tourism
New Zealand's 'What Do You Say UK?' campaign, which was launched in
the UK in September.
- The campaign is based on research that shows that British
consumers are most likely to make their travel decisions based on
talking to other Brits. It features British travellers in New
Zealand talking about their holiday experiences.
- Since it's launch the new campaign has had a high profile in
the UK. It was among the top-10 most remembered television
commercials in a recent Marketing Magazine survey,
alongside brands like Marks & Spencer, Tescoes and
Kelloggs.
- The mobile studio has been created in a converted shipping
container and will be transported on the back of a 10-tonne
flat-bed truck.
- Visitor 'raves' will be recorded in a set at the back of the
truck that has been designed to look like visitors are standing in
native New Zealand bush.
- The messages recorded by visitors - their 'raves' - will be
hosted on a specially-created Tourism New Zealand 'Have Your Say' YouTube channel and visitors
will be able to instantly send a link to their video message to
friends and family back home.
- Visitors will also be able to post their 'raves' to their
personal Facebook profile pages. 'Raves' will also be fed onto
Tourism New Zealand's consumer website www.newzealand.com/travel
from mid-January.
- Videos that are positive and of a high-quality may be used in
future television commercials for Tourism New Zealand's 'What Do
You Say UK?' campaign.
- The mobile studio will be in operation from Monday 15 December,
following the launch on 12 December. It will spend time in Auckland
before Christmas and will then commence a tour of the country that
will make around 40 stops in towns around New Zealand between
January and the end of April 2009, beginning in the Far North.
- Tourism New Zealand is working with local Regional Tourism
Organisations (RTOs) and i-SITEs to promote the collection point in
the towns that it visits.
- While the mobile studio is designed to capture feedback and
messages from British travellers, tourists from all markets will be
welcome to record a 'rave' and send it home to their friends and
family.