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Global leaders recognise social and digital work - #awesome

Tourism New Zealand’s approach to destination marketing has gained international recognition from Google and Brand Ba.se.

Google featured Tourism New Zealand’s work on ‘Think With Google’ which showcases the latest data, insights and marketing inspiration from around the world to millions of viewers.

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The case study references Tourism New Zealand’s successful use of TrueView and Bumper advertisements to drive an increase in ad recall amongst people dreaming a of a Kiwi holiday.

TrueView ads play before or during a YouTube video or appear alongside YouTube videos. Bumper ads are shorter and act as reminders of the TrueView ads.

“By utilising both types of ads we get two opportunities to encourage people dreaming of a trip to New Zealand to make it a reality,” Andrew Fraser, Director Marketing Tourism New Zealand.

“We have had some great results with a 38% increase in ad recall. Two ads featuring beautiful New Zealand are harder to forget and tend to stay with people.”

Tourism New Zealand’s social marketing techniques also featured in a popular international marketing and brand management website. Brand Ba.se author Ines Krikler highlighted the simple but effective approach of using user generated content on our Instagram account and how this helps to maintain a credible destination brand.

Krikler said that “other destination brands can use Tourism New Zealand as a great example and try to follow some of the basic actions they take.”

Tourism New Zealand’s hashtag #NZMustDo has attracted over 500,000 images on the @purenewzealand Instagram account that now has over 600,000 followers. All content is user generated.

Andrew Fraser adds “Our Instagram account helps showcase the things people can see and do in New Zealand, as shown through the eyes of others. This adds a level of authenticity that potential visitors trust.”

You can read the blog post and case study here:

Brand Ba.se blog post

Think with Google case study