The use of tourism influencers in TNZ's marketing programme is a proven and cost‑effective way to reach and influence a large number of people.
Nick Mudge, TNZ's Regional Manager for South and South East Asia, is excited by Taslim's recent appointment. "The impact that a well‑known personality like Joe can have in influencing New Zealand as their preferred destination can be huge," enthuses Nick.
"We know that word of mouth remains one of the most influential factors in helping people make travel decisions and when that endorsement comes from popular and appealing influencers the impact is even stronger.
Increasingly, with the use of social media in markets like Indonesia, there are many opportunities to connect and reconnect with people, through influencers like Joe."
First visiting New Zealand in January 2014 as part of a media file with Indonesia publication DestinAsian, Joe and his family are set to make their second trip later in 2014 to experience what the country has to offer families.
TNZ acknowledges the support of Auckland International Airport Limited in helping support the visit of Joe Taslim and his family to New Zealand later this year.
Taslim has a strong social media fan base (381,000 followers) which he will be engaging with throughout his trip. He will again be accompanied by media, this time a broadcast outlet as well as two prominent print publications.
Joe is excited about being an ambassador for New Zealand.
"I'm really happy to have a chance to share my family's favourite holiday destination with more Indonesian families. This is our second time visiting and with so many things to see and do, as well as the amazing hospitality of the people of New Zealand, we know we will have great experience.
"Indonesians love to explore, and those from the big cities love the refreshing clean air and green landscapes New Zealand offers," says Joe.
TNZ's goal to attract our international visitors to stay longer and do more while they are here, dovetails nicely with the reality that a diverse range of activities (family-appropriate in this case), can be accessed all within an easy drive of each other.
TNZ is investing in Indonesia as an emerging market, and opened a new office in Jakarta in 2013. There has been a pleasing increase in visitor numbers to New Zealand year-on-year. This year we have welcomed 14,600 Indonesian visitors to our shores (YE June-14), which represents growth of 17% over the previous 12 months, with numbers doubling over the last seven years.