Tourism New Zealand has launched a $2 million ad programme aimed at attracting more American visitors downunder for a holiday – with a special emphasis on the US regions outside California (source of most US-NZ tourists).
The work – created by the production partners in-house – was a collaboration between US actor/producer/director/writer Bryce Dallas Howard (Jurassic World, Pete’s Dragon), National Geographic Travel and TNZ, featuring six videos and stories on a specially created NatGeo New Zealand hub, following Howard around NZ to her favourite places.
The US is third largest market for NZ; holiday visitor numbers are up by 32%, with more than 210,000 Americans coming here for a holiday. The campaign aims to get more people here from places in the States beyond the traditional West Coast.
The films were shot by Auckland producer Reel Factory.
“This is the first time we’ve had a media partnership of this scale with NatGeo Travel,” says TNZ comms advisor Trish Green.
National Geographic Washington-based editorial director Andrew Nelson said: “We are truly excited about this collaborative partnership between National Geographic Travel and Tourism New Zealand.
“Our passion for storytelling is matched only by New Zealand’s stunning beauty and cultural richness and Bryce Dallas Howard’s enthusiasm for sharing her love of this unique country.”
CREDITS
Creative Director: Bryce Dallas Howard
Director: Tom King, National Geographic
Production: Reel Factory (www.reelfactory.tv)
National Geographic photographer: Krista Rossow,
National Geographic writer: Carrie Miller
NatGeo Travel video links:
Hero: http://bit.ly/2vzPQu2
Maori Spirit: http://bit.ly/2uxuWiy
Wellington: http://bit.ly/2uGrKSg
Connection/food: http://bit.ly/2tE3JX3
Adventures: http://bit.ly/2vzyOwb
Wander/walks: http://bit.ly/2uA63lS
Links
- http://www.natgeo.com/NZMustDo
- #NZMustDo
- @PureNewZealand, @BryceDHoward, @NatGeoTravel
Read this morning’s NZ Herald story here
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