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Japanese social influencers’ prize trip to New Zealand

Five Japanese social influencers have just spent a week tweeting, instagramming and facebooking their way around New Zealand sharing their experiences with more than 51,000 followers.

The group won the trip after entering a Tourism New Zealand social media competition as part of the 100% Pure New Zealand branding campaign targeting the younger Japanese audience (aged 23 to 35), and visited New Zealand from 11-19 November. From a total of almost 4,000 entries, 22 people were shortlisted and the five winners were selected after an interview about why they wanted to be an influencer.

The competition prize was designed so that the winners’ own content communicated the stories about visiting New Zealand in spring time says Naoki Inohiza, Country Manager Japan, Tourism New Zealand.

“The competition and its timing reflect both our strategy to focus on attracting visitors during the shoulder season and the proven method of using social influencers to easily spread the word about the variety of exciting activities available in New Zealand.”

“With one of the posted images generating more than 7,000 engagements on its own, it’s not difficult to imagine the multiplier effect of all posts combined.”

The winners experienced a variety of experiences in Queenstown, Wanaka, Mount Cook, Lake Tekapo and Christchurch in the south before moving on to Rotorua.

At each destination special attention was paid to featuring local cuisine experiences, from a craft beer tasting in Lake Wanaka, to a vineyard visit in Christchurch and a hangi lunch in Rotorua.

Tourism New Zealand organised a film crew to travel with the group to capture their experiences in video and still images which will be used in future Japanese campaigns and enrich and update its visual library globally.