LOS ANGELES -- The New Zealand Tourism Board launched a $2.5
million television and print campaign with co-op partners.
According to Kathy Ward, NZTB regional vice president, the
Americas, the ad blitz is the board's biggest single U.S. campaign
in years, and television is included for the first time.
The promotion's emphasis, different from its previous consumer
image campaigns, aims at specific market segments, from active
sports to motorcoach and self-drive tours. "We changed because
surveys show us U.S. visitors in New Zealand do not know how much
there is to do in the country before the they arrive, and they
wished they'd stayed longer," Ward said. "We want to show what
there is to do, which is why we are using television," she
explained. The campaign is called The Bringing Together (Te Whaka
The two media components are:
* Action Sports New Zealand, a television series on active
vacations running through December on ESPN2, with four 30-minute
shows each running twice.
* Advertising in 17 consumer magazines, running through
The four sports television programs are by region: Rotorua with
lake fishing, rafting, mountain hiking and four-wheel adventures;
Christchurch, including glacier walking, ballooning and
heli-skiing; Queenstown, including skiing, horse trekking, and
golf, and Auckland, including fishing, sailing and caving.
Besides NZTB, major sponsors of the series are Qantas,
Steinlager and Avis. Advertising promoting the shows is running on
such cable channels as Discovery and CNN. Also, a direct-mail
postcard campaign is directed at more than 100,000 consumers who
have indicated an interest in a New Zealand vacation.
There are three magazine ads: Walking in Paradise, promoting six
hikes; Taste the Adventure, with emphasis on food and wine; and The
Mature Traveler, promoting motorcoach and self-drive tours. The
Walking in Paradise ad, for example, will be in such magazines as
Sierra, Outside, and Backbacker. Taste the Adventure will appear in
Bon Appetit, Conde Nast Traveler, The Mature Market, Mature Outlook
and New Choices.
Tours operators participating in Walking in Paradise, for
example, are Adventure Center at (800) 227-8747; Goway Travel at
(800) 387-8850, and Mount Cook Tours at (800) 688-9709, Ext. 400.
For further information, agents can contact the tourism board at