Tourism New Zealand has launched its first global campaign in two years. Video / Tourism NZ
As part of the push to attract more high-value tourists, Tourism New Zealand has launched its first global campaign in two years.
Tourism Minister Stuart Nash reportedly said last week that he was not keen on attracting visitors who eat noodles for two minutes to promote how cheap New Zealand can be.
Today, the country’s promotions agency has taken what it calls a bold and creative approach to destination advertising to attract “high-quality” travellers.
Launched in New Zealand, Australia, USA, China, UK, Singapore, Japan, Germany, India, Korea and Canada, If You Seek takes a creative approach to marketing destination by inviting the curious to learn more about Aotearoa.
Last week, Nash stressed that New Zealand would target high-value tourists, something former Prime Minister John Key did with mixed success when he was tourism minister when the surge of all visitors, including including budget travelers before Covid sometimes approached invading destinations.
The ‘If You Seek’ campaign takes what Tourism NZ says is a different approach to destination marketing by teasing the public with snippets about what’s on offer and inviting the curious, those who will take the time to seek more from their visit. .
Tourism NZ chief executive Rene de Monchy said there was intense competition as other destinations step up campaigns to capture the imagination of travellers.
“Due to our size and location, New Zealand will have to work hard to encourage post-Covid visitation, with international visitor numbers taking years to build up and Kiwis now having the option to travel overseas. .”
A suite of short films form the heart of the activity, with snippets and hints of destinations and activities as diverse as Tāne Mahuta and Hell’s Gate in the North Island, Hooker Valley near Aoraki Mt Cook and Tasman’s Great Taste Trail in Nelson Tasman.
“The work includes insights into some well-known destinations as well as places and experiences that aren’t as recognizable in our key markets,” de Monchy said.
”We wanted to tap into the curiosity of our target audience of high-quality travelers, who we know are adventurous and eager to dig below the surface of the places they visit, whether they’re on the beaten path or not.”
Tourism New Zealand – which has a budget of over $110m a year – used a range of information to create compelling campaign work to reach “high quality” visitors.
“These are visitors who we believe will explore deeper, spend more and ultimately contribute to New Zealand’s tourism sector in ways that go beyond economic benefits.”
High-value travelers “want to interact with our culture, our society and also interact with our environment in a respectful way. Our research shows that visitors who see our work spend more and travel more widely in New Zealand.”
The campaign also includes commercial content and activity aimed at engaging and educating travel sellers, who want to learn about New Zealand and are an important part of Tourism NZ’s work to attract quality visitors.
The campaign was also launched in New Zealand, targeting Kiwis.
Tourism New Zealand research shows that around two-thirds of New Zealanders intend to take a holiday in the country in the coming year, and 42% are motivated to visit somewhere they don’t. have ever seen on their next trips.
Before Covid-19, international tourism was New Zealand’s biggest source of export revenue and, combined with domestic tourism, generated $41 billion for the economy.
Data from Statistics New Zealand and MBIE showed June 2022 had the highest number of international visitor arrivals since the border closed in March 2020.
The 94,600 overseas visitors arriving in June represent a 30% increase from May and more than double the number of international arrivals in June 2021.