Millions put New Zealand on their “bucket-list” but a new approach was needed to convince prospects to make New Zealand their next travel destination.
Research indicated that whilst people visited for the landscapes it was the interaction with locals that made their holiday extraordinary and built a strong bond with the country long after they had returned home. A creative solution that could build a stronger emotional connection with travelers before they visit would likely drive deeper consideration for New Zealand as their next trip
A photographer, writer and illustrator were chosen to travel through New Zealand, meeting with artisans, guides, chefs, wine makers and cultural leaders to name a few.
Dreamers became bookers!
Research showed the number of independent professionals ready to book their trip increased significantly by 132% in USA and by 58% in UK.
Media results on nationalgeographic.com exceeded targets for engagement rates and video completion rates
The Bay of Plenty region featured in the campaign outgrew other regions for tourism expenditure increasing 13% Y/Y in the month post campaign versus country average of 2%