The campaign significantly raised Tourism New Zealand’s social presence, with a 50 per cent increase in #NZMustDo hashtag usage on Instagram alone and was created to help potential visitors discover the diverse range of things to see and do in New Zealand, as recommended by visitors past and present.
The competition was open to all travellers with a great photo to share of their ‘must do’ New Zealand experience. By simply sharing their captioned photo on Facebook, Instagram or Twitter, tagging the friend they wanted to travel with and including the hashtag #NZMustDo contestants were in to win their favourite holiday experience for two in New Zealand.
With word of mouth being the number one factor in travel decision making, the #NZMustDo again campaign used the recommendations of past travellers to capitalise on the word of mouth and third party endorsement opportunities present when someone shares photos among their social networks.
Andrew Fraser, Tourism New Zealand Director of Marketing sees #NZMustDo again as a cost-effective way to create a real buzz for New Zealand and a good opportunity for the tourism industry to help create that buzz.
“The impact our international visitors can have on raising awareness for New Zealand as a destination by sharing their experiences should not be underestimated,” says Andrew.
“If tourism operators can encourage our visitors to post images or video of their best New Zealand experiences on social media, the impact can be widespread and of benefit to the whole industry.”
Following the #NZMustDo again competition’s popularity in May, a further round ran in June, with a total of two trips for two to New Zealand up for grabs. Tourism New Zealand selected 10 finalists for each round from 15,000 finalists and the winners were selected by public vote. The prize includes two return international airfares flying Air New Zealand and seven nights' accommodation, activities and transfers.
The latest winner is Alyzza Bernardo from Singapore whose breath-taking experience was captured with boyfriend Gerald Sarmiento at Mount Talbot on the way to Milford Sound. At the time the winning shot was captured the couple was shooting a panoramic video of the spectacular surrounding mountains. They were on an eight-day adventure trip to New Zealand in March 2014, visiting Auckland and Queenstown.
Alyzza’s winning entry follows the round one winner, Barbara Less from the USA. Barbara’s winning pic was taken 1800 metres up at the top of Avalanche Peak in Arthur's Pass.
Note: The @purenewzealand global social community (including Instagram, Twitter and Facebook) is currently more than 2 million.