Devin Supertramp is an American videographer who produces adventure and extreme sport videos and has become one of social media's biggest names, with more than 2.9 million YouTube subscribers and over 490 million total views.
Tourism New Zealand Director of Marketing Andrew Fraser says, "Devin's images, videos and posts attract huge levels of engagement from fans around the globe.
"When the opportunity to work with Devin came about we jumped at the chance. He makes a great advocate for New Zealand and has a fan base that closely aligns with the youth segment we are working to target."
The two-week trip around the country saw the social media star undertake a range of adventure activities, from sand boarding in Northland, visiting Hobbiton Movie Set in the Waikato and white water rafting in Rotorua, through to bungy jumping and the canyon swing in Queenstown and heli mountain biking in Fiordland.
"Shared content to date has been viewed over 2.7 million times and with more posts and videos to be posted in the coming months we expect a total advertising value of close to $4 million - making it our most successful social influencer work to date."
Our research tells us that youth travellers are searching for adventure, freedom and excitement
Opinion leaders such as these are an important channel in reaching the youth sector (18-25).
"We know that word of mouth remains one of the most influential factors in helping people make travel decisions and when endorsement comes from popular and appealing influencers the impact is even stronger."
This activity strongly aligns with Tourism New Zealand's youth campaign 'Play More Every Day' which highlights the variety of amazing experiences all within such close proximity of one another in New Zealand.
Our research tells us that youth travellers are searching for adventure, freedom and excitement - and we're confident that our work with social influencer Devin Supertramp will show them that New Zealand can offer just that.
Similar to print or broadcast coverage, Tourism New Zealand measures the value of bloggers' social media content by calculating the equivalent value of advertising in social media channels. Paid advertising on Facebook, Twitter and blogs is now common practice.
Tourism New Zealand is then set to bring a group of social media influencers from Australia out this month to explore the South Island supporting the 'Every day a different journey' campaign live in market currently.