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US luxury experience ‘bible’ shows off premium NZ

Well known luxury lifestyle magazine, the Robb Report, is the latest to showcase New Zealand's unique premium offering to lucrative high-value US travellers.

Aimed at growing awareness of New Zealand's luxury product and experiences, the marketing campaign targeted high-net worth travellers in North America, reaching over 160,000 readers in the print issues alone.

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From December through to April, the campaign ran across print, online and tablet editions, with interactive 100% Pure New Zealand premium advertisements driving readers to the premium pages on newzealand.com.  In December, the print edition of the Robb Report saw the advertisement reach luxury travellers across China, Russia, India, Brazil, Vietnam, Arabia, Turkey, Spain, Singapore, Kazakhstan.

"Serving as one of the preeminent sources of advice on luxury experiences for over 30 years, the Robb Report provides the opportunity to engage with a very captive audience," says Gregg Anderson, Regional Manager Americas and Europe.

"Furthermore, the low level of readership duplication across the versions ensured our premium sector messages were delivered to readers on their preferred platform - increasing reach and effectiveness at engaging with this target audience."

The tablet version ran as a multi-page interactive advertisement, with information profiling New Zealand's luxury lodges with itineraries from Destination Management Companies (DMC's) luxury operator Touch of Spice and SeasoNZ showcasing the variety of experiences available.

In February, a series of editorials also ran, with 'Above and Beyond - The Adventure, a 14-dayheli-fly-fishing expedition in New Zealand' and a seven page feature in the Home & Style supplement called 'Beyond Shelter' which was written about the Cloudy Bay Shack. The articles were the result of TNZ's PR assist and international media programme.

The activity was part of a four month long luxury campaign across a number of key premium US publications and websites to grow awareness and preference for New Zealand as the next luxury holiday destination.  Publications included The Superyacht Report, Departures, Luxury Link and Martini Media.

"As a key target market for our premium sector strategy, our activity has been positioned to inspire and educate this target market about the unique premium experience that New Zealand offers in spades."

Earlier this month, editors from the Robb Report attended the 2014 Travel Classics Conference in Auckland alongside some of the world's top premium publications, including Travel + Leisure, Departures, and Food and Wine.

While here attendees took part in a post-familiarisation itinerary, getting a first-hand experience of a range of premium accommodation and activities across New Zealand. The Robb Report editors travelled through the North and South Islands, visiting the Hawkes Bay, Wairarapa and Canterbury with the help of local RTO's Positively Wellington Tourism, Christchurch and Canterbury Tourism and Hawkes Bay Tourism. 

"This is a huge win. As we know from hosting similar events, we are sure the experiences will inspire them to put pen to paper and share these positive stories with their readers."

Read more about TNZ's work to grow the premium sector here.