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New Zealand’s regions on show in Indonesia

Seven episodes featuring multiple New Zealand locations have aired on a popular Indonesian travel show to an average audience of 1.6 million.

Tourism New Zealand hosted the crew from Weekend List in November 2017 for 11 days as they filmed in Auckland, Hamilton, Wellington, Christchurch and Queenstown.

The show targets millennial travellers with a keen interest in outdoor adventures, unique and exciting places, and local cuisine.

“The reach of the seven episodes has been really pleasing, with the project’s estimated advertising value to be over $750,000,” says Steven Dixon, Tourism New Zealand’s Regional Manager South and South East Asia.

“There has been extensive social media coverage of the crew’s trip to New Zealand via the show’s combined official social media accounts which have more than 2.9 million followers. The hosts Febrian and Cia Wardhana have also been sharing images of New Zealand with their combined social media audience of 133,353.”

Tourism New Zealand worked with the regional tourism organisations in each city to organise the 11 day itinerary.

In the episodes the hosts are seen enjoying activities such as skydiving, a Māori cultural performance, getting up close and personal with New Zealand’s wildlife, hot air ballooning, punting on the Avon River, and enjoying local cuisine.

“As Indonesia is still a relatively new market for Tourism New Zealand there is a strong emphasis on building trade capability, product knowledge, destination awareness and industry education there.

“However we are already seeing promising growth in this market. In the year ending December 2017 17,200 Indonesians visited New Zealand for a holiday, an increase of 28 per cent on the previous year.

“Working with influential local broadcasts like Weekend List is an effective way for us to get more Indonesians thinking about a New Zealand holiday,” says Steven.

Tourism New Zealand began marketing activity in Indonesia in2013 . It is a valuable market because of Indonesian travellers’ tendency to travel during New Zealand’s shoulder seasons, peaking during the Lebaran (Ramadan) holiday period; and is a growing source market for the high spending corporate incentive sector.