Campaign Breaks New Ground For NZ In China

Campaign Breaks New Ground For New Zealand In China

A new tourism marketing campaign in China is using ‘star power’ to boost New Zealand’s profile in the world’s most populous nation.

Tourism New Zealand has teamed up with two big names in Chinese entertainment – film-maker Lu Chuan and media personality/celebrity blogger Hung Huang – to promote New Zealand to Chinese travellers.

Tourism New Zealand Chief Executive Kevin Bowler says the campaign will make use of online communities and interactive digital technology to take New Zealand to the right audiences in this fast-growing market.

“Previous advertising activity in China has been successful in building awareness of New Zealand. We now need to build on that by telling a more detailed story of what New Zealand can offer Chinese visitors,” says Kevin Bowler.

“By sharing the experiences of real people – who are well-known and respected by our target market in China – we can fill in the knowledge gaps in the minds of potential visitors.”

The campaign is based around mini-travelogues fronted by the two celebrities as they experience New Zealand for themselves. The travelogues will be shared through a range of online platforms; including blogs, social media sites and through Tourism New Zealand’s Chinese-language version of its visitor website, www.newzealand.com/travel/china.

Two key channels will include the Chinese equivalents of social media websites YouTube (www.tudou.com) and Facebook (www.kaixin001.com).

Kevin Bowler says tapping into online communities, with the help of Lu Chuan and Hung Huang, is a great way to spread content virally, engage consumers in conversation and build lasting networks of fans.

“Digital technologies are providing new ways of doing business every day. New Zealand is a niche destination that appeals to a specific type of traveller – using digital channels, such as social media and search marketing, allows us to speak directly to this group and maximise the value of our marketing spend,” he says.

With 384 million Internet users in China, online channels provide an ideal opportunity to extend the reach of the ‘100% Pure New Zealand’ campaign.

The campaign launched this week, with advertising on digital interactive television, on office building screens and online. All advertising and media placements are directing consumers through to www.newzealand.com/travel/china, where they can download Lu Chuan and Hung Huang’s New Zealand itineraries and link through to travel seller partners to purchase travel.

ENDS

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