The campaign was launched on the 100% Pure New Zealand Facebook page in late October 2017 with three videos highlighting stories of New Zealand’s people and culture, as told by international visitors and New Zealanders alike.
Over a six-week period the videos reached 10.1 million people and elicited more than 133,000 reactions and 5,300 comments from both international and New Zealand-based followers of Tourism New Zealand’s 100% Pure New Zealand Facebook page.
"In this campaign have shared stories that demonstrate the impact New Zealanders can have on the visitor experience. It is a more emotive approach than we have taken in the past and the response to date shows that this really resonates, with people readily sharing their experiences of New Zealand culture and the positive attitude of locals in the comments section of the page,” says Andrew Fraser, Director of Marketing at Tourism New Zealand.
“The videos show real connections made between visitors and Kiwis from the perspective of the traveller or the New Zealander.”
Tourism New Zealand is now entering a second phase of the campaign with #KiaOraNZ content being shared monthly on its Facebook page. February’s video, tracing the roots of the haka, recorded 940,000 views, was shared 7000 times and received more than 1000 comments in the two-week period after it was loaded.
“As an organisation, Tourism New Zealand is very good at telling our stories about New Zealand on an international stage. This campaign is helping us share the tourism story at home, and it aligns with our strategy to work more closely with the industry to improve experiences for visitors and New Zealanders,” says Mr Fraser.
View the campaign content here: #KiaOraNZ