Brazilian media profile New Zealand and their “case of love”

Tourism New Zealand's first ever International Media Programme (IMP) press visit from the Latin American market has delivered some spectacular results.

In November 2013, the IMP programme hosted five media outlets from Brazil for seven days.

Results from the trip have appeared in print and online, with stories syndicated across multiple papers and online channels.

The publications included:

  • Estado de Sao Paulo with a week day circulation of around 174,000
  • O Globo newspaper, with a week day circulation of 250,000 copies
  • Viajar pelo Mundo Magazine, one of the most important travel magazines in Brazil with a distribution of 55,000 copies monthly
  • Correio Braziliense. A very influential newspaper located in the capital Brasilia with a circulation of 125,000
  • Folha de S.Paulo newspaper with a weekday circulation of around 300,000

Tourism New Zealand's GM of Western Markets Gregg Anderson says the trip was the first of many as the organisation seeks to build awareness of New Zealand as a holiday destination across Latin America.

"This is the first time we have really focussed on this corner of the world but many Latin American countries are developing markets with growing economies and growing trade links with New Zealand.

"For example, outbound travel from Brazil grew 180 per cent between 2006 and 2013."

Read more research onthe Latin American market here.

The activity in Latin America is part of Tourism New Zealand's 'emerging markets' strategy, boosted by an additional $44.5 million in funding over four years handed down by Tourism Minister John Key in the May 2013 Budget.

The strategy is about targeting those countries that, despite the small volume of current arrivals, offer the greatest potential for future growth.

By spending now 'ahead of the arrivals curve', the organisation is seeking to stimulate demand while preparing the industry to be well placed to respond when preference for New Zealand turns into greater numbers of visitors.

Using international media to 'tell the story of a New Zealand holiday' is a strategy used across Tourism New Zealand's target markets.

The International Media Programme hosts around 150 journalists every year from print, online and broadcast organisations.

The group from Brazil took in experiences in Auckland, Rotorua, the Waikato and Queenstown.