Tourism New Zealand: 100% Pure Revival

Robert Sue

Campaign details

Brand owner: Tourism New Zealand
Agency: Starcom MediaVest Group, Shanghai and Razorfish, Shanghai
Brand: Tourism New Zealand
Country: China
Channels used: Internet – display, Internet – search, Magazines – consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth and viral
Media budget: 500k – 1 million

Executive summary

New Zealand has one of the strongest country brands in the world. However, research conducted in China showed that there was some disconnect between how New Zealand wanted to position itself, and what the core target audience in China was looking for from New Zealand.

For the Financial Year 12 campaign (FY12), a strategy was devised that took advantage of a phenomenon that was dominating the media landscape – Weibo (or microblogging). The target audience identified that 'friends and family' and 'third-party endorsement' were key decision-making drivers when it came to destination decisions, so Weibo was the ideal platform to centre the strategy around.