Tourism New Zealand is launching a £2.7 million marketing campaign in the UK featuring British tourists describing their experiences in the country. The ads, which break next month, will show UK tourists holidaying in July in NZ.
New Zealand saw tourist numbers from the UK drop by 3% last year as the country competes with other long haul destinations, such as South America and South Africa.
Visitor numbers from the UK to New Zealand are estimated at about 290,000 travellers. The tourist body’s chief executive, George Hickton, says that he wants to maintain this number and that testimonials are the best route to persuasion, given that the country does not have one iconic image, such as Australia’s Great Barrier Reef.
JWT and NZ-based agency Assignment are thought to have worked on the campaign while MindShare handles Tourism New Zealand’s media planning and buying.
Air New Zealand, which works closely with the tourist body, appointed Albion to handle its £2m advertising account in April.