Shared on social media by Destination New Zealand Superyacht Attraction Initiative group member NZ Marine via its Millennium Cup Facebook profile, and also by superyacht PR agency Albatross PR, the video quickly received attention within superyacht circles.
Key international superyacht publications were quick to pick up and share the video on their own sites including: Boat International, The Superyacht Owner, Charter World,Superyachts.com, and Megayacht News - where it was profiled as the video of the week.
After five days the video had been viewed more than 69,000 times on NZ Marine and Albatross PR's social channels alone.
Created as part of Tourism New Zealand's (TNZ) superyacht activity to improve awareness of New Zealand as a cruising and chartering destination, the video was produced with the Mayer family while travelling on their superyacht The Big Blue in New Zealand earlier this year.
The video offers a glimpse into what a superyacht holiday in New Zealand is like. One-on-one interviews with the Mayer family highlight their favourite experiences and explain how sailing around New Zealand offers more diversity and experiences in one location than other international destinations.
The video forms part of a library of resources that TNZ has been developing to target the high-value visitor segment. Other core materials include a tailored hub on newzealand.com, alongside building a library of images, content and promotional collateral.
It will be a key promotional tool at TNZ's stand at the Monaco Yacht Show in September, and at future key trade events where TNZ will engage with key decision-makers and travel sellers to convert interest in sailing around New Zealand into actual visits.