German bloggers experience winter adventures in NZ

Four German travel bloggers have discovered that a winter adventure in New Zealand offers so much more than snow and skiing, after visiting in June.

The bloggers' New Zealand experience, timed to coincide with the annual Queenstown Winter Festival's kick-off on 27 June, was organised through Tourism New Zealand's (TNZ) International Media Programme (IMP), in partnership with Singapore Airlines.

Since their visit, the bloggers have generated eight blog posts, with more to come, and hundreds of social media posts.

Gregg Anderson, Tourism New Zealand's General Manager - Americas and Europe, said that blogs in Germany are still developing and while they don't have the reach of the more established blogger communities in markets such as US or the UK, they do have influence with a targeted audience.

"We know that word of mouth remains one of the most influential factors in helping people make travel decisions and when endorsement comes from popular and appealing influencers the impact is even stronger.

"The bloggers selected to join the trip are all popular travel and lifestyle bloggers in Germany and their content and image align well with our work to target backpackers seeking freedom and adventure.

Germany is a key target market for New Zealand, consistently in the top ten for visitor arrivals. For the year ending July 2014, total arrivals were up 16.1 per cent year-on-year.

Sampling the diverse range of winter activities on offer throughout the Southern Lakes and Mackenzie Districts, including wine tours, glow worm caves and stargazing, the bloggers also had a chance to try the some of the adrenalin-packed activities the region is famous for: paragliding, skydiving, bungy jumping and - of course - a day on the ski fields.

Using #NZmustdo, countless images of the bloggers discovering Doubtful Sound, wine tasting at Amisfield, skydiving, road-tripping, being up the mountain and exploring Queenstown adorned their social media channels.

Gregg says, "The beauty of social media is that it allowed these bloggers to involve their audiences in their New Zealand journey as it was happening.

"Photos are more engaging than text-only content and with over 200 social media posts shared we can be confident that the diversity of experiences to be had in a New Zealand winter adventure has been portrayed."

The bloggers who visited New Zealand were:

• Angelika Schwaff 
• Mathias Hielscher -
• Nina Huepen-Bestendonk -
• Nadin Heer -

You can read more about TNZ's marketing activity in Germany here.