Tourism NZ launches 2.8m campaign

 Tourism New Zealand has launched a £2.8m ad campaign featuring British travellers in New Zealand talking about their holiday experiences. The campaign has been created by JWT in the UK and NZ agency Assignment.

The campaign, which encompasses TV and online, will launch on September 7 featuring the strapline “What do you say UK?”.

The concept of the advertisement is based on research that British travellers are most likely to make their decision to travel to New Zealand based on recommendations from their peers.

The new ads will launch online, alongside the existing campaign “100% Pure New Zealand” which is running in cinemas and outdoor.

George Hickton, chief executive of Tourism New Zealand says it is the “largest ever tourism campaign targeting the UK market”.

The new campaign comes in the wake of figures revealing that the number of UK tourists had fallen between 2-3% during this year’s holiday season.

The UK is New Zealand’s second largest tourist market with over 290,000 visitor arrivals in the year to June 2008.