21 August 2008
New tourism video campaign plays on word-of-mouth
Tourism New Zealand has released a new video campaign in an attempt to lure more visitors to the country, reports 3news. The video, which will be played in key markets around the world, is intended to be a "feel-good" advertisement.
The video features people describing their real experiences in the “clean and green” environment of New Zealand. The advertisements were unveiled in Queenstown yesterday and received widespread acclamations.
The UK tourist market, which is one of the biggest tourist markets for the country, has traditionally been lured to visit New Zealand through word-of-mouth testimonials rather than advertising campaigns.
"What we know with our bungy jumping customers is when they get back to the UK, one of the first things they do is head down to the local pub to play their bungy DVD," Michelle Trapski from AJ Hackett Bungy told reporters. "And they're pretty much heroes of the village."
It is hoped that this new style of advertisement, which focuses on testimonials, will emulate the word-of-mouth free marketing that Tourism New Zealand has always enjoyed. The slogan “What do you say, UK?” will accompany the advertisement.
"The campaign’s all about giving people that extra push," said George Hickton of Tourism New Zealand. "We know they want to come."
According to the Dominion Post, 300,000 British tourists fly every year to work, holiday, and permanently emigrate to New Zealand. A report from New Zealand’s Labour Department also showed that around 10,000 British residents would take advantage of the New Zealand working holiday visa during 2007.
The New Zealand Visa Bureau is an independent consulting company specialising in helping people emigrate to New Zealand.
Article by Jessica Bird, New Zealand Visa Bureau.