Second Phase of Backpacker Campaign Kicks Off

A campaign targeting backpackers and challenging them to 'Go All The Way' to New Zealand has stepped up a notch in 2010 with a series of events and promotions.

A new 'Go All the Way' website - www.goalltheway.to - was launched in January, and paid online advertising has begun in the United Kingdom, Germany, Netherlands, Sweden and Denmark.

Launched in September 2009, the 'Go All The Way' campaign presents the international youth and backpacker market with a challenge: that no gap year is complete without making it all the way to New Zealand.

The campaign's new website hosts video clips of travellers who've been to New Zealand and "gone all the way", with videos recording their adventures and activities. Visitors are also encouraged to 'tweet' about their New Zealand experiences on social networking website Twitter, with live 'tweets' fed through to the new website (see @PureNewZealand or search for #goalltheway).

To help kick start the site, Tourism New Zealand gave out 50 video cameras in late 2009. Video footage from travellers who have already sent back their cameras has been edited and uploaded to the site to give it a quick start.

Another part of the campaign saw the start of a road show on Sunday 17 January at the infamous Cheeky Monkeys bar in Byron Bay, the first of a series of weekly parties over an eight week period on Australia's east coast. Similar events will be held weekly at The Gaff in Sydney and DownUnderBar in Brisbane.

Tourism New Zealand General Manager of Communications Cas Carter says the website provides a forum for those who have experienced New Zealand to share their stories with those who haven't yet made it.

The site also acts as a motivator, with visa information, travel deals and suggestions.

"Whether a traveller is still at home planning, or has started travelling but not yet committed to coming to New Zealand, the videos and tweets on the 'Go All The Way' website provide word-of-mouth marketing and recommendations for New Zealand as the ultimate backpacker destination," says Cas Carter.

"Thanks to www.NZBackpack.com the campaign has had huge support from the industry. From helping host the parties to providing the fantastic prizes, this campaign is evidence of how the tourism industry can work together to make a big impact," she says.

According to the International Visitor Survey, New Zealand welcomed 183,063 backpackers - those defined as spending over 30 per cent of their stay in backpacker accommodation - in the year to September 2009, up 6 per cent from one year ago. This compares with an overall decline in arrivals of 1.8 per cent to 2.41 million in the year to September 2009.