A new tourism marketing campaign in China is using social media
and celebrity to boost New Zealand's profile in the world's most
Tourism New Zealand has teamed up with two big names in Chinese
entertainment - film-maker Lu Chuan and media personality/celebrity
blogger Hung Huang - to promote New Zealand to Chinese
Tourism New Zealand Chief Executive Kevin Bowler says the
campaign will make use of online communities and interactive
digital technology to take New Zealand to the right audiences in
this fast-growing market.
"Previous advertising activity in China has been successful in
building awareness of New Zealand. We now need to build on that by
telling a more detailed story of what New Zealand can offer Chinese
visitors," says Kevin Bowler.
"By sharing the experiences of real people - who are well-known
and respected by our target market in China - we can fill in the
knowledge gaps in the minds of potential visitors."
The campaign is based around mini-travelogues fronted by the two
celebrities as they experience New Zealand for themselves. The
travelogues will be shared through a range of online platforms;
including blogs, social media sites and through Tourism New
Zealand's Chinese-language version of its visitor website, www.newzealand.com/travel/china
Two key channels will include the Chinese equivalents of social
media websites YouTube (www.tudou.com) and Facebook (www.kaixin001.com).
Kevin Bowler says tapping into online communities, with the help
of Lu Chuan and Hung Huang, is a great way to spread content
virally, engage consumers in conversation and build lasting
networks of fans.
"Digital technologies are providing new ways of doing business
every day. New Zealand is a niche destination that appeals to a
specific type of traveller - using digital channels, such as social
media and search marketing, allows us to speak directly to this
group and maximise the value of our marketing spend," he says.
With 384 million Internet users in China, online channels
provide an ideal opportunity to extend the reach of the '100% Pure
New Zealand' campaign.
The campaign launched this week, with advertising on digital
interactive television, on office building screens and online. All
advertising and media placements are directing consumers through to
www.newzealand.com/travel/china, where they can
download Lu Chuan and Hung Huang's New Zealand itineraries and link
through to travel seller partners to purchase travel.
information and media resources see our media release
Read more about China
in our online market guide