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Tourism New Zealand banks on web and TV to attract travelers

01-March-2008
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Tourism New Zealand banks on web and TV to attract travelers

Tourism New Zealand has announced the launch of its ‘100% Pure New Zealand’ campaign, which seeks to promote the country through the web and television mediums. The creatives have executed from New Zealand, while Mindshare is the media agency behind the two-week long India campaign. The campaign has been launched in wake of the coming summer months, which is the peak holiday season in the country.

Talking about the marketing campaign, Kiran Nambiar, India Manager, Tourism New Zealand, said, “Our objective is to add value to travellers’ holidays by encouraging longer length of stay, increased participation in adventure activities and partaking in luxury experiences. Through this campaign, we hope to move from selling New Zealand as a destination to an experience, replacing monologues with dialogues, and publishing stories instead of advertising. The year 2008 has begun on a good note for Tourism New Zealand, and we anticipate a 10-15 per cent growth this year, backed by the travel-trade network, marketing and PR initiatives.”

Pointing out the response generated by the campaign already, Nambiar said, “Tourism New Zealand’s India website has been doing very well since its launch in the first week of February, and has already recorded a 422 per cent increase in site traffic.”

The campaign would be aired on select channels and on certain high traffic websites. “We have split the budget amongst television and the Internet, targeting 6-10 websites over two months and television channels like Discovery Travel & Living and NDTV 24x7 for six weeks,” he added.

The website, which has been designed by New Zealand-based company Shift, has won the Webby Awards for two consecutives times in the Tourism category.

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