Coordinated by Tourism New Zealand, a media briefing was held as an opportunity for seven key German journalists to engage with the Minister of Tourism during his recent trip to the UK and Europe. To date the 64 articles, which include syndicated articles, have reached a total circulation of nearly 64 million people.
One of the main topics of interest was the upcoming Frankfurt Book Fair - which this year sees New Zealand as the Guest Country of Honour.
"The Frankfurt Book Fair offers a year-long opportunity to showcase destination New Zealand through literature, art and culture while also promoting trade and tourism," said Danielle Genty-Nott, Tourism New Zealand Regional Manager UK and Europe.
"The possibility of holding a media briefing with the Minister of Tourism gave us a unique opportunity to leverage the event and start to really raise the profile of New Zealand ahead of its launch on 10 October this year."
With a number of culinary cookbook titles being profiled at the book fair, New Zealand's wine and food were key areas of interest. Other topics included current industry trends, Mr Key's personal travel recommendations and his view on how well the pending Hobbit movies will work to convert people interested in travel to New Zealand, to actually book their trip.
"Achieving coverage across such a broad range of topics in one of our key markets is a great outcome. Over the next two months our activity will continue to leverage this interest alongside our wider NZ Inc team in support of the Ministry of Culture and Heritage who are leading the book fair project for New Zealand."
View two of the online articles at n-tv and SAT.1 Nachrichten - although with all coverage in German, it will depend on how fluent you are in German for you to be able to read them.
See our market activity pages for more information on the German market.