The figures cap off an outstanding year for New Zealand tourism with figures released last week confirming three million visitors for the year, with visitors spending more and staying longer. Reinforcing evidence of tourism’s value to the economy, the figures for the year ending June 2015, also shows that visitors spend an average of $3240 per visit – a 19 per cent increase on last year.
The PR and media results were achieved through the strategic leverage of key events like the ICC Cricket World Cup, the final Hobbit film, hosting more than 260 media in New Zealand and some valuable media partnerships.
Partnering with celebrity influencers like cricketer Stephen Fleming and Chinese reality star Huang Lei have proved hugely successful in promoting New Zealand.
Print stories about New Zealand reached an estimated 638 million people while showing New Zealand in shows like China’s ‘Dad, Where are we going?’, Germany’s ‘Next Top Model’, Sarah Sechan’s talk show out of Indonesia and other television had the potential to reach a staggering 1.2 billion people. The equivalent advertising value of the media generated totalled $490 million.
Rebecca Ingram, General Manager PR and Major Events said the results were outstanding and demonstrated the importance of working strategically, targeting major events, maximising opportunities available through film tourism and working with influential people in each market to promote New Zealand.
She said: “The challenge now is to maintain and improve that high level of positive exposure for New Zealand. We are constantly seeking to identify what our next strategic relationship might be, and how we can maximise our opportunities to stay ahead of our competitors. The Audi quattro Winter Games 2015 running this week in Wanaka and Queenstown has attracted some of the world’s best winter athletes and is yet another opportunity for international viewers to see the spectacular scenery and experiences New Zealand has to offer.”