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NZ making the media around the globe

Destination New Zealand has been featuring in major print and online publications around the globe over the last six months, seeded by Tourism New Zealand's International Media Programme.


Key coverage over this period has included feature articles in publications from countries as diverse as Brazil, Singapore, USA, Australia and the UK, generated from media visits spanning March to November last year.

Tourism New Zealand's General Manager PR & Major Events Rebecca Ingram says these feature articles have beautifully highlighted the diverse range of experiences to be had in New Zealand, underpinned by our unique Maori culture and welcoming locals.  

When international media get to experience New Zealand first-hand the resulting coverage is always exceptional, and this is due just as much to their experiences with our people as it is with our landscapes and offerings.

"Much of the success of our International Media Programme relies on the wonderful Kiwi hosts, tourism operators and locals who really enrich the overall experience of a holiday in New Zealand."

A journalist from the UK's Sunday Times Travel Magazine visited New Zealand in November, travelling extensively through the North and South Islands. The resulting 28-page feature was a 'Total Guide to New Zealand', a regular feature dedicated to one destination. The article was published in the March issue, out February and reached 69,000 people with an AVE of NZD$366,901.

A visit in May from Brazil's UOL Viagem.com resulted in New Zealand's lakes being showcased online to more than 50 million readers in September 2014. Featuring Lake Wanaka, Lake Pukaki, Lake Arethusa, Lake Wakatipu, Lake Tekapo and Lake Tasman, UOL Viagem.com's coverage is valued at NZD $279,679. 

Travel + Leisure Southeast Asia's 'wine-soaked road-trip through the North Island' produced New Zealand Grand Cru, published in October 2014. Covering Hawke's Bay, Wairarapa and Gisborne wine regions, the feature reached 60,000 readers, representing an EAV of more than NZD $92,000. PDF can be used

While USA's Backpacker Magazine covered the Routeburn Track near Queenstown in its Epic Made Easy feature, which was released in November 2014 following a visit aimed at promoting New Zealand's Great Walks. The magazine has a circulation of 345,627, with the value of the coverage estimated at NZD$111,964. 

A South Island visit by an Australian travel journalist in November last year resulted in two stories, which have since appeared in almost 20 different online and print publications throughout Australia. The coverage representing an EAV of over NZD$595,000.

The first story was published in November 2014 and describes the "new Christchurch" emerging from the 2011 earthquake and highlights the city as a gateway to Akaroa and the emerging Waipara Valley wine district. The second story published in February 2015, features the train journey between Christchurch and Picton on KiwiRail's Coastal Pacific train.

The visit complimented Tourism New Zealand's Australian campaign, promoting the Canterbury region as the ultimate destination for West Australian travellers. 

Tourism New Zealand's International Media Programme works to provide inspiration and motivation to potential visitors - the main aim of the programme is to gain compelling, high-profile media coverage.