This was helped no doubt by our hosting of the world’s
most watched reality TV show when ‘Dad, where
are we going?’ selected New Zealand as its first ever
international destination. Season two was watched by
around 400 million Chinese and the 16-part season
ended with two episodes filmed in New Zealand.
Integrated marketing, PR and trade activity were used to
drive significant results.
The show screened 200 minutes of New Zealand
destination footage, resulting in 70 million New Zealand
impressions on Chinese social media and more than
$178 million in coverage value. In addition, Air New
Zealand recorded a significant increase in web traffic
and online sales in the month following the New Zealand
episodes going to air.
In the trade space, we held our largest ever 10-day
travel agent training and operator networking event in
China, with a record 44 New Zealand operators meeting
a total of 315 agents. This was followed by a ‘mega famil’
to New Zealand for 120 agents.
The third of our tier one markets, the USA, also
ended the year on a high with 10.2 per cent growth
in total arrivals and 12.2 per cent growth in holiday
arrivals. Our leverage of The Hobbit Trilogy has been
particularly focused in this market. Air New Zealand’s
announcement of a new Houston-Auckland route is an
extremely positive sign and provides significant growth
potential that Tourism New Zealand will be working hard
to maximise in the year ahead.
Of particular success over the past year has been our
use of influencers, including the engagement of New
Zealander, Phil Keoghan, well-known as host of hit TV
show The Amazing Race, as the face of Tourism New
Zealand’s cycling campaign in the USA.
Tier two markets: Germany, the UK
Tourism New Zealand’s tier two markets, Germany, the
UK and Japan, saw significant sport, Hobbit and youth
focused activity over the year. Growth out of these
markets is positive, with Germany showing 7.0 per cent
growth in total arrivals; the UK showing 1.9 per cent
growth in total arrivals and Japan delivering 11.8 per
cent growth in total arrivals.
In Germany and the UK we worked alongside global
travel seller STA travel to deliver youth-targeted activity
aimed at backpackers. We also hosted the STA Global
Famil bringing 53 STA travel agents to New Zealand in
support of campaign activity.
Tourism New Zealand also supported the filming of an
episode of Germany’s Next Top Model that featured
Auckland’s Skytower Jump, Māori Waka Experience,
Eco Zip Waiheke, and lunch at Mudbrick Winery on
For potential travellers from the UK, it was a year of
sport with both the Cricket World Cup and FIFA U-20
World Cup providing motivation to consider travelling
to New Zealand. Tourism New Zealand is already
planning how it will leverage the British and Irish Lions
Tour in 2017. Then there was the visit by Britain’s Prince
Harry and the 19 international media that documented
his every move. Some $14 million in international media
coverage was achieved during the Prince’s week-long
stay thanks to our media team delivering compelling
stories and images of the Prince’s trip to visiting and
other international media outlets.
While not exactly royalty, one of Japan’s most well-
known athletes, figure-skater Mao Asada, visited with
her sister Mai and their trip aired as a storytelling-type
documentary, viewed by an audience of 4.4 million.
The use of influencers has been highly successful in
Japan and Tourism New Zealand also worked alongside