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Social media campaigns target peak season international drivers

Tourism New Zealand has launched two social media campaigns to educate international visitors that driving in New Zealand is different from what they are used to.

A targeted Facebook campaign is underway in the North Island to reach international visitors as they arrive in the country and a campaign using Chinese social media channels is targeting Chinese visitors arriving over the Chinese New Year holiday period. 

The Tourism New Zealand North Island campaign complements the work of the New Zealand Transport Agency (NZTA) whose road safety campaign is focused in the south island. The campaign is using billboards, posters, digital advertising and social media to spread road safety messages. 

The messages from both agencies emphasise the differences of driving in New Zealand and encourage drivers to adjust their driving when necessary. 

The Tourism New Zealand campaign is directed at Facebook users as they arrive in the North Island during the peak season. 

The China campaign encourages all Chinese visitors to think carefully before, and while, driving in New Zealand. The messaging says that driving in New Zealand is different from driving in China, it can be challenging and there can be tragic consequences if mistakes are made. 

Deborah Gray, TNZ’s General Manager Corporate Affairs says the work to educate international drivers about the particular challenges of driving in New Zealand is ongoing and requires effort from multiple agencies. “By working closely with the New Zealand Transport Agency, we are making the most effective use of our efforts by reaching drivers right across the country as they enter New Zealand. 

“We know from the messages and images we used last year which particular posts are most relevant and effective with particular audiences and we are using those messages again this year. For instance, we know that Asian drivers paid most attention to posts addressing driving on the left hand side while messages about campervans were viewed most by German and English speaking visitors.” 

Tourism New Zealand will continue to run safety messages through all its channels including i-SITES, advertising campaigns and other channels, as appropriate. 

For more information, including a full list of the Visiting Driver Project initiatives, visit: www.saferjourneys.govt.nz/visitingdriversproject