Tourism New Zealand: Every day a different journey

Tourism New Zealand (TNZ), the country's tourism body, used an integrated campaign in India to showcase everything New Zealand offered to visitors.

Campaign details

Advertiser: Tourism New ZealandAgency: Genesis Burson-Marsteller

Situation Analysis

New Zealand is one of the most popular tourist destinations in India, but it mostly attracts the adventure tourist. Tourism New Zealand knew it needed to expand Indians' perceptions of New Zealand's offerings to get at least a 10% increase in tourists over the year prior. Using popular culture to broaden horizons, TNZ took Indians on a 10 day trip of the breath-taking country with the help of a headline-grabbing and relevant cultural ambassador. The integrated campaign- Everyday A Different Journeyshowcased the diverse experiences that...

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