Each year New Zealand plays host to a range of sporting, art and
cultural events that attract international interest.
Tourism New Zealand (TNZ) works to support many of these events
to maximise exposure for New Zealand in our key markets
General Manager Brand and International PR Catherine Bates says;
"Events provide a great hook to bring international media and
personalities to the country. Once here we work to ensure that any
coverage or publicity generated incorporates a strong tourism
angle, presenting New Zealand as a world class holiday
TNZ engages with a vast range of events - from world class sporting
events like the NZPGA Pro Am Golf and the ITU World Triathlon,
through to cultural and arts events including the Brancott Estate
World of WearableArt Show and F.A.W.C (Food and Wine
"The level of TNZ involvement is determined by the events potential
to generate interest with our active considerers in our target
markets. We then use a wide range of activity to maximise the
opportunities we have identified."
Activity includes arranging press trips for international media,
distributing press releases in offshore markets, online promotion
through newzealand.com, social media and providing assets such as
video and imagery.
The 2012 inaugural Tour of New Zealand event provided a great
opportunity to showcase New Zealand as a cycle destination. Here
TNZ invited thirteen journalists from China, Hong Kong, Japan and
Australia to experience the event as part of a seven day tour
through New Zealand.
"The specialised itinerary showcased why New Zealand is a perfect
destination for a cycle holiday. The resulting coverage increased
awareness within this specialised sector with articles appearing in
lifestyle, fitness and cycling publications."
This year also saw the first annual NZPGA Pro-Am Championships held
in Queenstown, providing the opportunity to promote New Zealand in
the luxury and golf sectors.
Ten international media were invited to experience a five day
itinerary showcasing a range of premium products, resulting in
substantial coverage helping to raise the profile of New Zealand as
a golfing and premium destination in our target markets which
include Australia, UK, Japan and China.
Check out some of the coverage:
Journalist James Thomas of Yahoo!7 covered the event in an article
that featured in the total travel section. Read it here.
Editor of Bicycle Network Australia Christopher Jones wrote about
his Tour of New Zealand experience. Read his story here.