South Island springtime on show to over 300,000 in Japan

Model Kazumi Yamamoto has visited New Zealand for a six-page spread with Japanese lifestyle and fashion magazine Liniere. Shot in Central Otago and Canterbury, the spread will showcase Queenstown and Lake Tekapo in the springtime.

The feature, which will be published in November, is expected to showcase Ms Yamamoto enjoying the region’s springtime offerings, including hiking, star gazing and local cuisine.

“Japan is New Zealand’s second largest Asian market, and due to a deep commitment to the market by Tourism New Zealand and Air New Zealand, visitor numbers topped 100,000 in December 2016,” says Gregg Wafelbakker, Tourism New Zealand General Manager Asia.

“With the upcoming 2019 Rugby World Cup and 2020 Summer Olympics to be hosted in Japan, the economy is buoyant which we know means people travel more. These events are also an important opportunity to increase our visibility in the market.

“We are feeling very positive about the future growth of the Japan market.

“The Japanese market is important because more than half tend to visit in the shoulder season and this supports our work to spread visitation across the year.”

Kazumi Yamamoto is a popular influencer in Japan with especially good reach to the Japanese independent professional aged 25-54, which is Japan’s fastest growing segment.

Photos from the visit feature on Ms Yamamoto’s Instagram and blog, with a following of more than 33,000.

Liniere has a circulation of 300,000 in Japan. The spread has an estimated equivalent advertising value of NZ$100,000.