The competition was run as part of a honeymoon campaign where contestants were asked to select from a lineup of top destination images which place was the best place to propose.
A total of 2,500 people entered the competition, 300 of whom chose Lake Tekapo. New Zealand faced some solid competition with The Fours Seasons at Landaa Giraavaru in the Maldives coming second to New Zealand and the L’ile de Tupai in Tahiti taking third spot.
Tourism New Zealand Country Manager Japan Naoki Inohiza is delighted with the result.
“In addition to Tourism New Zealand’s own campaign image testing, winning a competition such as this reinforces that the types of images we are using work well for us,” says Naoki.
“An evening under the Tekapo night sky speaks to both of our key segments in Japan. Senior travellers are looking to be in harmony with nature, while younger travellers are seeking a sense of refreshment and adventure.”
Naoki received some great first-hand feedback from one Japanese traveller, and says: “The cloudy night at Lake Tekapo did not detract from the magic of the surroundings where the couple got engaged. They are excited to be returning to New Zealand for their wedding and spending some more time under the Tekapo stars.”
Japanese visitors are valuable from a ‘total lifetime’ perspective, returning 2.7 times on average following their first visit. Targeting a younger traveller mix will further increase the lifetime value of the Japanese market.
Japan is currently experiencing good growth with visitor arrivals to New Zealand up 9.1 per cent to 84,016 for the year ended July 2015.
Read more about the Japan market here.