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fronting a joint North American PR and marketing

campaign with

National Geographic


Bollywood star Sidharth Malhotra continues to be

our proud ambassador in India. His visit in November

gained widespread media coverage across print,

online, social and TV channels. PR content from

Sidharth’s visit reached 55% of all active considerers,

up significantly from his 2015 visit (37%). This suggests

that content and channels are having greater cut

through, and the strength of the relationship is

resulting in enhanced campaign effectiveness. In the

year to June, 26,000 Indians visited for a holiday.

We have also added a Latin American ambassador to

our mix with Brazilian superstar Didi Wagner hosting

eight episodes of cult travel show

Lugar Incomum

dedicated to New Zealand. The episodes were seen by

more than 7 million viewers and available on-demand

to an even larger audience. Brazil and Argentina

have shown steady growth, particularly since the

introduction of a direct route from Buenos Aires to

Auckland – 16,800 visitor arrivals from Argentina and

15,600 from Brazil in FY17.

Tapping into special interest and

sports tourism

Australian supermodel and actress Megan Gale

continued as our ambassador promoting New Zealand

spring and autumn holidays to Australian cyclists.

Megan has become the most successful influencer

we have worked with in Australia due to her huge

popularity and appeal. Building on this success we

launched the ‘Transport Yourself’ social and digital

campaign aimed at highlighting the ease of cycling

holidays in New Zealand to the estimated 1.9 million

Australians who are interested and active in cycling,

travel, and physical exercise.

Inbound golf tourism grew once again, and visitor

spend increased by 6.5% for the year ending March

2017 across the 12 marquee courses. During the

ISPS Handa New Zealand Open in March, we

hosted China’s largest golf channel and website

LeSports Golf

and launched our ‘Courses of Nature’

social media and print media campaign. In May

we partnered with Fox Sports’

The Golf Show

to welcome two new marquee courses in the

Auckland region and launched the ‘Auckland Golf

Passport’ special package including rounds of golf,

accommodation and flights. This proved a roaring

success and we are negotiating with Qantas Golf

to extend the partnership for another 18 months to

further drive regional dispersal and showcase the

Courses of Nature campaign.

Tourism New Zealand’s promotions to the UK market

in FY17 were heavily focused on one event – the

British and Irish Lions Rugby Tour. Twelve years in

the making, the tour brought 15,000 red-adorned

holiday visitors to New Zealand in June (an increase

of 485% year-on-year). We hosted events and

activities involving 150 media over the tour leading

to more than 118 stories about New Zealand with an

estimated advertising value of $3.8 million. Overall

growth remains strong in the UK market with arrivals

up 14.3% (year-end June 2017), fuelled by the

increase in air capacity and number of direct flights

from the UK and Europe.

Business is booming

Tourism New Zealand’s international media and

trade teams have had a very busy FY17 with 396

media outlets hosted in 180 visits, 85 conference

bids assisted with a 75% win-rate, and $36 million

worth of incentive travel secured (from 181 bids).

Our global media programme generated 10,679

stories throughout the year resulting in $227.2

million in equivalent advertising value.

We held several inaugural Kiwi Link events in

emerging markets taking New Zealand operators

Lake Hayes, Queenstown