Reviving Tourism

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AUCKLAND, Today: Stuff says its recently launched Back Your Backyard editorial campaign has grown into a movement that’s saving jobs and reviving demand in the tourism industry.

The campaign was produced in-house, with no input from Stuff’s agency partners.

Stuff travel editor Trupti Biradar said: “From heli-hiking Franz Josef glacier to riding the world’s longest flying fox or sleeping in a fairytale treehouse, New Zealand is home to some truly magnificent experiences. There’s never been a better – nor much needed – time to discover the best secret spots on our doorstep.

“The campaign began when the borders were closing, as a way to showcase the unique travel experiences Kiwis can have here at home.

“It was an unprecedented time for the travel industry, watching countries close and airlines cancel routes. We knew we needed to change focus quickly and that local tourism really needed our support right now.

“Back your Backyard has been a win-win for our tourism clients as well as our editorial and advertising teams.”

“Stuff enjoys an enviable position as New Zealand’s number one online travel news destination. Stuff’s online travel section received 750,000 unique visitors in April alone, almost four times the nearest competitor. In any given month Stuff reaches 82% of Kiwis across all its platforms.”

Stuff travel director Angela Earl-Donoghue says the results achieved are testament to the team’s great analytics, that measure and assess which information is useful and relevant to Kiwis.

“Back your Backyard has been a win-win for Stuff’s tourism clients as well as our editorial and advertising teams,” he said.

“Tourism operators have reported a significant impact on business and bookings as a direct result of Kiwis embracing ‘backyard tourism’ and that could not have come at a better time for everyone.

“We’ve had so many small operators reach out to thank us and let us know that the content we are publishing is, quite literally, saving jobs.”

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