A four-month journey that has covered almost 9,500 kilometres,
visited 55 towns and cities and involved thousands of international
visitors will end on a high this week when it concludes in
Auckland.
Tourism New Zealand's 'Have Your Say' mobile recording studio
has recorded more than 1,500 video diaries by visitors from 42
different countries. And although the studio itself may have
reached the end of its journey, YouTube views of the videos continue to grow as
visitors share their personal messages with friends and family back
home.
Tourism New Zealand Chief Executive George Hickton says the
initiative has exceeded expectations and been a positive step into
using social media to market New Zealand internationally.
"Word-of-mouth recommendations are one of the most powerful
motivators for people thinking about booking a New Zealand holiday.
This project has allowed us to capture recommendations from
visitors already here in New Zealand and send them out to a global
audience in a cost effective way."
The average number of views per video has been around 70, with
the most-viewed video being watched on Tourism New Zealand's 'Have Your Say' YouTube channel over 5,000
times.
The initiative was part of the second phase of Tourism
New Zealand's 'What Do You Say UK?' campaign, which launched
last September and features real travellers talking about their New
Zealand holidays. While the mobile studio has proved hugely popular
with Britons (making up the largest group of participants with
around 250 videos recorded), large numbers of Australians,
Americans, Canadians and Germans have also participated.
Media coverage in the UK has included mentions in The
Times, Daily Mail, New Media Age,
Marketing Magazine, Brand Republic and TTG
Live. In April, the UK's Sunday Times (circulation
1.3 million) listed the mobile studio among the 'Ten Most Ingenious
Offers' from the travel industry during the recession.
"With visitor numbers falling from our major markets, Tourism
New Zealand has to be more creative in the way it reaches potential
travellers and this studio has been a good example of how to use
new media and social marketing to do that," says George
Hickton.
Tourism New Zealand has worked closely with Regional Tourism
Organisations and i-SITE centres as the mobile studio has made its
way around the country. "The assistance and cooperation we've had
from the regions has been crucial to the success of this
initiative," says George Hickton. "I'd like to express my thanks to
all involved."
While the studio will be parking up in Auckland for the
time-being, Tourism New Zealand will be looking at future
opportunities to get the truck and its distinctive 'tui nest' out
on the road again.
The 'What Do You Say UK?' campaign will return to air in the UK
later this year, with fresh commercials and some new faces, to
boost bookings for the coming summer.
Read more
about the UK in our online market guide.