The Challenge

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.

The Insight

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

The Solution

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.

  • Captured in an unscripted, documentary style, warm, genuine and sometimes emotional conversations are seen and felt in four 8-minute hero videos.
  • Real-time reflections on social media through word, illustration and video added to the depth of the campaign with nationalgeographic.com as a hub for all the content.
  • 3-minute vignettes and digital ad sets were created specifically to enable sequential re-targeting strategies based on qualified engagement with video on nationalgeographic.com and in social media. Mindset, interest and geo-targeted messaging further down the funnel was used to encourage planning and booking post inspiration.

The Results

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%

+132%
Independent professionals ready to book in USA
+58%
Independent professionals ready to book in UK
+13%
Tourism expenditure increase in Bay of plenty