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Activity 2: Deliver key messages through third parties such as media, opinion

leaders and broadcast production

Public relations

Communication channels such as PR deliver brand messages through third parties (e.g. opinion leaders, independent

media), drive preference for visiting New Zealand and assist in strengthening conversion of potential visitors into actual


During FY15, activity focused on high value segments and sectors and delivered a programme of integrated campaign, PR

and trade activity to maximise effectiveness. Activity included:

Public relations activity to build preference levels with target audiences and support conversion of visitors.

Hosting of international media, bloggers and opinion leaders.

Providing support to targeted broadcast production projects that enabled Tourism New Zealand to communicate

its destination messages through existing broadcasters with good reach.

Leveraging off the Hobbit through visiting media and opportunities associated with the film première of the third


Proactively and reactively capitalised on the demand for high quality content and generated content to widen

the range of assets available to publishers.

Developing and implementing media programmes to leverage the media opportunities associated with the ICC

Cricket World Cup 2015 and FIFA U-20 World Cup.

Supporting and leveraging events both on and offshore that provided a vehicle to communicate Tourism New

Zealand’s destination messages.

Seeking out and creating opportunities through third party channels to deliver activity that supports the Christchurch


Targeting, evaluating and securing key opinion leaders for use in PR and campaign activity to deliver the 100% Pure

New Zealand message and deliver marketing reach.

Social media - growing engagement and reach with social media platforms (e.g. Facebook) that assist us to build,

engage and inspire active considerers.

Public relations activity is aligned with the Tourism 2025 framework, in particular the themes of:

Targeting for value through PR work focused on growing preference for New Zealand amongst active considerers in

key and emerging markets in particular, as well as special interest sectors.

Productivity for profit through driving regional dispersal and shoulder season travel including through support for,

and promotion of, events.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s PR activity is primarily aimed at achieving:

Driving preference for New Zealand.

Due to Tourism New Zealand’s desire to integrate messages across multiple platforms this output was frequently part of

the following priorities as well:

Focusing marketing activity on clearly defined higher value visitors.

Partnering widely to activate conversion and extend marketing reach.