More than 1.6 million Indonesians enjoyed the beauty of the South Island last month when the first episode of My Trip My Adventure went to air. A second South Island episode will air on 16 July.
“The success of the three-episode special filmed over 10 days in the North Island last year proved that travel shows work well in the Indonesian market, so we were pleased to welcome My Trip My Adventure back to New Zealand,” says Steven Dixon, Tourism New Zealand’s Regional Manager South and South East Asia.
“Indonesia is a key market for New Zealand, and continues to show promising growth. For the year ending May 2017, 21,248 Indonesians visited New Zealand, an increase of 26.1% on the previous year, while holiday arrival growth has also increased by 36.3% for the same period last year.”
The latest episodes are co-hosted by celebrity Nadine Chandrawinata, Tourism New Zealand’s tourism advocate in Indonesia who spent 10 action packed days in the South Island recently.
Nadine is well known in Indonesia as an actress, model and former Miss Indonesia Universe.
“To find the right fit for this project we conducted opinion leader research in the Indonesian market. We were confident that Nadine’s celebrity status in Indonesia and her genuine passion for culture, nature and the outdoors made her an excellent fit for our brand, and our research solidified this with Nadine the top performer of all our evaluations.
“We are confident that her adventures will help raise awareness and encourage more Indonesians to visit,” says Steven.
Nadine shared her New Zealand adventure with her one million Instagram followers using the hashtag #NadineCeritaNZ. Content was also shared on My Trip My Adventure’s Instagram account which has almost three million followers.
Highlights of the South Island episodes include a walk on the Tasman Glacier, punting on the Avon River, a Ridgeline Adventures Tour in Wanaka and a Hydro Attack experience on Lake Wakatipu in Queenstown. The combined estimated advertising value of the two episodes is $1.2 million.
Nadine says the South Island exceeded all her expectations.
“I had an incredible time in New Zealand. We saw so much, everything is so close. I went skydiving and bungy jumping for the first time and enjoyed beautiful scenery such as Lake Tekapo and Wanaka. There really is something for everyone in New Zealand at any time of the year. I think the My Trip My Adventure audience will be excited to see what we got up to.”
Images and content from the trip will also be used in joint venture marketing campaigns with our key trade partners in Indonesia.
The project would not have been a success without the support of Christchurch Canterbury Tourism, Destination Queenstown, Lake Wanaka Tourism and the numerous operators who hosted the group during their visit.
Notes: My Trip, My Adventure is a travel show packed with adventure. The young hosts tick items off their bucket lists and try out adrenaline-inducing adventure activities.