MEDIA RELEASE
FOR IMMEDIATE RELEASE
December 12, 2008
Tourists Get Chance To “Rave” About New Zealand
New Zealand is believed to be leading the world in tourism marketing by using visitors to spread the word to friends and
family through social networking.
The Prime Minister and Minister of Tourism, John Key, today launched a new Tourism New Zealand marketing concept which
uses a mobile recording studio to capture visitors’ stories about their time in New Zealand.
International tourists will be invited to record their own short video diary which Tourism New Zealand will then edit
and post on social networking sites, all within minutes.
Launching the new mobile studio in Auckland today, Mr Key said the concept was thought to be a world first for a
national tourism organisation.
“This initiative is harnessing new technology, and marketing through social networking in a way which will allow people
to talk directly and immediately to those at home about their time in New Zealand,” Mr Key said.
“This kind of fresh approach needed in the tourism industry to keep it among our highest foreign exchange earners during
this difficult economic period worldwide,” he added.
The 100% Pure New Zealand ‘Have Your Say’ studio will visit 40 major tourist sites and towns on its tour over summer,
starting in Auckland but touring as far north as Cape Reinga and south to The Catlins.
Mr Key has already recorded his own video message and it can be viewed on www.youtube.com/PureNZHaveYourSay.
Tourism New Zealand chief executive George Hickton said the organisation was always looking for new ways to reach
potential travellers to talk about New Zealand.
“A few years ago, things like YouTube and Facebook were new and probably used mostly by younger travellers. These days,
people of all ages are using these networks to communicate and we want to be part of their holiday story,” he said.
It is anticipated that around 3000 video diary clips will be captured during the 19 weeks on the road
“If every clip is viewed by 10 friends and family back home, and if 3000 clips are filmed that’s thirty thousand
messages about New Zealand sent to our key markets – a very cost-effective form of marketing.
“It’s also very effective as we already know that a word-of-mouth recommendation is among the most important marketing
tools we have, particularly in the UK.”
The 100 % Pure New Zealand “Have your Say” studio is the second phase of the ‘What Do You Say UK?” campaign which was
launched in London in September. The campaign uses comments from British tourists in New Zealand as the basis for its
television commercial.
For more information and pictures about the 100% Pure New Zealand mobile studio and to find out if it is coming to your
area, log on to www.tourismnewzealand.com
For further information contact:
Cas Carter, Corporate Communications Tourism New Zealand, Mob 021 915 410 or casc@tnz.govt.nz
Background
A recent poll in the UK found that the ‘What Do You Say UK?’ campaign ranked 9th for unprompted recall among viewers
alongside Kellogg’s and Tesco supermarket advertisements.
Tourism New Zealand believes the mobile collection point is the first time something like this has been done by a
national tourism organisation.
The mobile studio has been created in a converted shipping container and will be transported around New Zealand on a
10-tonne flat-bed truck.
The mobile studio will be touring the country between December 12 and 30 April 2009.
Visitors’ video diary messages will be hosted on a specially-created Tourism New Zealand YouTube channel, where friends
and family can view them. Visitors with their own Facebook profile can opt to have the video diary hosted on that site
as well.
It is anticipated that the whole process, from filming the video diary to posting, will take just 15 to 20 minutes.
Any video diaries that stand out will be used by Tourism New Zealand for future ‘What Do You Say UK?’ television
commercials.
Tourism New Zealand has been using YouTube to host video content since August 2007 when the organisation took over
YouTube’s home page for 24-hours worldwide to launch its new 100% Pure New Zealand campaign.
ends