New Zealand Media Resource Unit Captures International Coverage
New Zealand looks set to reap big rewards for efforts made by the New Zealand Media Resource Unit during APEC to
attract persuasive international media coverage about New Zealand as a visitor destination.
The unit, a joint venture by Tourism Auckland and the New Zealand Tourism Board, used the arrival of key international
media in New Zealand as an opportunity to target high profile media organisations including CNN, CBS, Time Magazine, the
BBC, the Los Angeles Times and many others with tourism story angles.
Already the Los Angeles Times has published an article proclaiming New Zealand's "natural splendor" and one of its
leading columnists Tom Plate has personally thanked the MRU for its help and hospitality while he was here.
The MRU also arranged the following:
Distributed 1500 media kits to accredited APEC media
Produced a 55 minute broadcast quality videotape featuring stunning footage of New Zealand Helped networks find the most
scenic backdrops around Auckland for live international news crosses Arranged a CBS television adventure tourism piece
on New Zealand featuring Queenstown and interviews with AJ Hackett Bungy founder, Henry van Asche and Sir Edmund Hillary
Arranged interviews for leading news networks with prominent New Zealanders such as fashion designer Karen Walker,
former PC Direct owner Sharon Hunter, former All Black David Kirk Arranged a CNBC Asia television feature on successful
New Zealand
Businesswomen
The MRU director Jodie Pasgaard says the unit was overwhelmed by inquiries from international media about all aspects
of New Zealand, from destinational information about Auckland, Rotorua, Queenstown, Christchurch and Northland, through
to inquiries about Maori culture and protocol.
"Our main focus in capturing international media attention for New Zealand has been centred around the America's Cup
and while we anticipated forging relationships with key media during APEC the results have far exceeded our
expectations," she says. Preparation for the arrival of key media began months ago and there was close contact with
local representatives of some of the 21 embassies whose media attended the summit. During APEC the MRU set up special
media unit satellites in the Aotea Centre and in Sky City where the US White House media corps were filing stories. MRU
staff also visited the Japanese, Australian and Canadian media at their respective media centres. "The brand building
and awareness raising we will achieve as a result of all this coverage will be priceless. It's third party endorsement
of New Zealand which we simply cannot buy," says Ms Pasgaard. ENDS....
ENDS