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Indonesia activity ramps up for 2014

Since opening its Jakarta office in mid-October 2013 Tourism New Zealand has undertaken a raft of activity, showing some great results already, as it continues to ramp up for an exciting year ahead.

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Indonesia is one of three new priority 'emerging markets' identified as part of TNZ's three year marketing strategy for the potential they show as a source of visitor arrivals.

Mischa Mannix-Opie, Regional Manager South and South East Asia, says, "November saw the full team established who were busy contacting key trade partners, travel sellers and distribution channels in-market - building a strong foundation to maximise the opportunities the market presents.

"As an emerging market, activity to date has concentrated on promoting Tourism New Zealand's presence here in Indonesia. We began by building awareness of New Zealand through print and travel sellers, as well as using digital marketing activities to drive referrals and bookings.

"We have also been targeting key publications through our International Media Programme - with the resulting coverage supporting our marketing activity to tell the story of a New Zealand holiday."

Already this year TNZ has hosted the Fast and The Furious Indonesian movie star Joe Taslim alongside luxury travel magazine DestinAsian Indonesia, and has seen Harper's BAZAAR Indonesia use Rotorua and Taupo as the backdrop to a fashion shoot and travel article with internationally renowned model Mesty Ariotedjo.

"Our focus over the next few months is to continue to increase brand awareness of New Zealand and drive preference for a holiday here - with a number of partnership and campaign activity via targeted media and online channels."

TNZ's market research, released last October, showed that these travellers are big users of social media across all age groups, especially Facebook. In turn, digital channels are key for distributing information about New Zealand, driving awareness and generating a desire to travel here.

Since November, TNZ has seen great results from its digital marketing activities, with Indonesian Facebook fans growing by more than 600 per cent and posts seen by large audiences of Indonesian Facebook users. At the same time, traffic to the Indonesian edition of newzealand.com has been showing a significant increase month-on-month. In February the Indonesia pages saw over 30,000 visits compared to the 2,400 in February 2013.

In the coming months the trade teams will be busy attending a number of key industry-facing events including the New Zealand Education Fair with Education New Zealand and the ASTINDO Travel Fair in March; and the ASITA Travel Fair and TRENZ 2014 in May.

TNZ has also hosted its first ever SSEA mega-famil - which saw 51 agents from across the wider SEA region, including Indonesia, visit New Zealand to gain a first-hand experience of the country and experiences, which is the final step in becoming fully accredited 100% Pure New Zealand Specialists.

IMP activity will continue - with a number of key publications locked in to visit over the next few months including Marie Claire, Esquire, Golf Digest and Elle Indonesia.

You can read more about Indonesia on the Country and Market research pages.