More than 1 million people have watched Tourism New Zealand's
'Youngest Country' television commercial on YouTube since a global
takeover of the site just over a year ago.
The number of views of the latest 100% Pure New Zealand
commercial reached 1 million earlier this month.
Another 13,000 people have already watched it since, reflecting
the steady stream of viewers the ad has attracted since it was
launched online last September.
The global YouTube takeover was one of the highlights of the
launch of Tourism New Zealand's latest 100% Pure New Zealand
campaign. Tourism New Zealand staged a 24-hour YouTube homepage
video road block, which saw an estimated 600,000 people view the
Tourism New Zealand General Manager Consumer Marketing Catherine
Bates says the use of media such as YouTube is a cost effective way
to reach a large global audience.
"Our marketing spend is generally very focused on reaching key
markets. The YouTube takeover was a great way to connect with our
target audiences, while at the same time getting our message out
beyond our traditional markets."
The move to embrace media such as YouTube, iPods, blog sites,
the internet and electronic billboards has become an integral part
of the 100% Pure New Zealand campaign.
"YouTube is a great example of how a small country can use
technology to its advantage," says Tourism New Zealand Chief
Executive George Hickton.
The 'Youngest Country' commercial promotes New Zealand as the
last habitable land mass on earth to be settled by humankind, which
makes it the best place to enjoy life as it should be.
The commercial was mastered by Assignment Group along with
Wellington-based Weta Digital. It celebrates New Zealand's culture
and history by animating the Maori legend of Maui hauling the North
Island from the sea and showcases the range of tourism experiences
As well as being viewed on Tourism New Zealand's YouTube
channel, the television commercial has been used in market-specific
campaigns in China, India, Australia, Japan, the UK, US, Germany
To date, the television commercial has had 1,769 comments posted
and has also inspired 27 video responses.
View it online at http://www.youtube.com/user/PureNewZealand