Run alongside UK campaign and marketing activity, IMP extends the reach and effectiveness of this activity by bringing the experiences and activities to life for Tourism New Zealand's target market - encouraging them to book their trip to New Zealand and experience it for themselves.
Included in the mix were high circulating national newspapers such as the Daily Telegraph, The Independent, The Mail on Sunday and The Financial Times; magazines such as Stylist, Conde Nast Brides, Wanderlust and Time Out; travel and food blog eatlikeagirl; Elle online and television programme Extreme Fishing with Robson Green.
The resulting story angles and themes have been diverse, reflecting the variety of activities experienced during the trips. Coverage has profiled activities and sectors we know our target market are interested in coming to New Zealand to enjoy, including: premium/luxury lodges, campervan holidays, film tourism and The Hobbit, cycling and the new cycle trails, golf, food and wine, honeymoons, fishing, motorcycling holidays, Christchurch's recovery as well as the personal experiences had while in New Zealand.
The feature length coverage resulting from these visits reinforces that New Zealand is a stunningly beautiful place whose embracing people, fascinating stories and captivating experiences await them.
Here are just a handful of the outstanding quotes which have appeared in print about New Zealand from the journalists:
"The stunning landscape and vibrant food still caught my attention in a way that I hadn't expected. Everything was big and lovely, rich green hills and light blue skies with little popping fluffy clouds and others choosing to streak across the sky." Niamh Shields (eatlikeagirl.com)
"Was this, I wondered idly, the world's finest place to get close to the wild?" Jonathan Lorie on Kaikoura (The Independent on Sunday, 11/09/11)
"The Land of the Long White Cloud is a place of ancient traditions and natural extremes. Take a journey from the beaches of the North Island to the fjords of the South, tasting world-class coffee, wines and cuisine along the way." Christa Larwood (Lonely Planet Magazine, November 2011)
"The Interislander is one of the most captivating ferry crossings in the world, flirting with rocky shorelines and negotiating narrow headlands." Simon Garner (Mail Online, 14/11/2011)
Tourism New Zealand's International Media Programme is run in partnership with Regional Tourism Organisations and New Zealand tourism operators. Tourism New Zealand also partners with airlines and offshore tour operators to host media of mutual benefit.
To find out more about activity in the UK see our Market Activity pages.