27 August 2008
What do you say UK? New NZ campaign a hit
Tourism New Zealand’s new adventure in marketing has proved to be a hit, reports Otago Daily Times. The television campaign, 'What do you say, UK', is the largest campaign to be launched in Britain, and the first of its kind.
The eight 40-second television commercials due to hit UK television on the September 07 features British tourists describing their experiences while touring New Zealand. Producers of the campaign have based their technique on research, which showed that British people are more likely to base their travel decisions on word-of-mouth testimonials.
Scenic shots of Queenstown, the AJ Hackett Bungy site at the Kawarau River, Milford Sound and Te Anau are accompanied by snippets of interviews of British travellers. Remarks such as "awesome", "amazing", "mind-boggling scenery", "lovely people", "absolute heaven" and "uplifting" resonate through the commercials.
The $7.3 million campaign is hoped to encourage Brits to visit New Zealand now, and replace the perception that it “would be nice to do one day”, George Hickton of Tourism New Zealand told reporters. After its first airing at the Millennium Hotel in Queenstown, Hickton said he could breathe a sigh of relief after receiving a resounding round of applause.
After Australia, the UK is New Zealand’s largest source of international visitors. Last year, 290,000 UK nationals visited New Zealand. UK nationals can apply for a New Zealand Visitor's Permit that allows them to visit New Zealand visa-free for up to six months. A report from New Zealand’s Labour Department also showed that around 10,000 British residents took advantage of the New Zealand working holiday visa during 2007. British nationals on a New Zealand working holiday visa can work and holiday in the country for up to 12 months, and then apply for an 11 month extension.
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.