Top Story


Home >> Marketing >> Article

Tourism New Zealand banks on web and TV to attract travelers

Font Size   16
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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...