Tourism New Zealand's latest campaign in the German market
entered a new phase this week with the arrival of comedian Bernhard
Hoecker to New Zealand on a trip that will be directed by his
Popular Bernhard Hoecker is embarking on a nine-day tour around
New Zealand participating in activities as voted by his German You
Tube, Facebook and Twitter followers.
The promotion received more than 6,800 suggestions on activities
for him to do from joining in on a Haka to baking volcano bread on
White Island. Followers then voted on which suggestions they liked
Videos of his experiences, complete with his personal commentary,
will be posted on Tourism New Zealand's travel website,
newzealand.com and Bernhard's own social media channels.
The "Hoecker discovers New Zealand" trip is all part of Tourism New
Zealand's latest campaign to engage with active considerers in
Germany, personalise the New Zealand 100% Pure you message and
encourage travelers to book a holiday.
Tourism New Zealand's General Manager Marketing Communications
Justin Watson says the campaign is designed to showcase all the
amazing experiences that are on offer and present New Zealand as a
popular and fun destination.
"Through this campaign, we have invited Bernhard to provide his own
"guided tour" of New Zealand from top to toe, experiencing the
activities that his German compatriots want him to do."
Through online channels, Bernhard viewers can follow and interact
with him as he experiences the trip of a lifetime.
"Having followers make suggestions on activities, and then voting
on what Bernhard should do gets them thinking about what they would
do during their New Zealand holiday."
The campaign is a fully integrated marketing, trade and public
Tourism New Zealand has partnered with airlines to provide
promotional offers for the duration of the campaign, and with local
New Zealand operators and operators based in Germany to put
together travel packages.
Issued by Deborah Gray, Tourism New Zealand Communications
Media phone: 021 410 626
For more information on the campaign and to view suggestions made,
visit our Facebook page.
For campaign pages on our website (in German) visit http://www.hoecker-entdeckt-neuseeland.de/
Notes on the campaign
- The "Hoecker discovers New Zealand" campaign is only open to
German residents and is being completed in German.
- Every user that makes a suggestion goes into the draw to win a
return flight for two, to New Zealand on Singapore Airlines.
- For the past decade Bernhard Hoecker has appeared on popular
German television and comedy shows. He has also acted in numerous
films, including the German translation of Shrek Forever After,
providing the voice of Rumpelstiltskin.
Notes on the German market
- Germany is New Zealand's second-largest European visitor
- Some 65,000 Germans have visited New Zealand in the year-end
- Average length of holiday stay: 41.7 days (year end Sept
- Average expenditure per visit: NZD3,718 (year-end June
- Total expenditure per annum: NZD 236m (year-end June 2011)