There's only one way to really convince backpackers to 'Go All
the Way' and that's to show them how it's done, which is exactly
what Tourism New Zealand is aiming to do as it steps up activity
around its 'Go All the Way' campaign.
More than 150,000 people have tuned into online reality
television show The Gap Year: Challenge New Zealand to
follow the antics of a group of young travellers as they travel New
Zealand.
The project, which is a partnership between Tourism New Zealand
and top UK production company Endemol, is now in its final week.
The final three contestants will endure challenges around the
Queenstown and Milford regions this week before a winner is
selected by public vote this weekend.
Contestants have been in the country since 7 November. Online
audiences have watched them compete in challenges around Maori
culture, adventure activities and wild food, and then voted to
evict contestants every few days.
The show has over 11,000 fans on social media websites Bebo and
Facebook.
Tourism New Zealand General Manager Consumer Marketing Catherine
Bates says the promotion has generated a large amount of interest
in online social media communities.
"These communities are smaller than the groups we'd reach
through traditional media, but people are engaging directly in the
content that's posted. We've had more than 100 comments on some
posts and discussions on the Gap Year websites."
Like the Gap Year, another project underway is helping
spread the word about New Zealand by sharing the experiences of
real travellers. Tourism New Zealand has been giving away video
cameras to backpackers on holiday in New Zealand and sending them
out to record their experiences.
Catherine Bates says the project is a unique way to generate
content that can be used in a range of media.
"We know word of mouth is a powerful influencer for our target
market in the UK, and this is particularly true for backpackers.
The idea of this project is to let real travellers record their
experiences and share them with backpacker audiences."
Participants in the project are asked to send their video clips
back to Tourism New Zealand each week. Our marketing team will then
edit the content to make three to five minute videos that can be
used on websites and social media channels. Copies of the edited
videos will also be sent back to the participants so they can share
these with their own friends and family.
Videos may also be used in advertising campaigns in the
future.
The 'Go All the Way' campaign was launched in September this
year and is designed to tap into the youth/backpacker markets,
which have shown their resilience during the economic downturn. A
challenging job market has meant many younger consumers from the UK
and Europe have chosen to travel rather than looking for
employment.
"The youth market is still travelling," says Catherine Bates.
"This campaign is designed to ensure New Zealand is right up there
at the top of their preference list. The message is that you
haven't finished your trip if you don't make it 'all the way' to
New Zealand."
The Gap Year Challenge can be followed
on:
www.bebo.com/thegapyear; www.facebook.com/thegapyear; www.twitter.com/thegapyear; www.youtube.com/thegapyear; www.myspace.com/thegapyear