Tourism NZ taps Instagram for Aussie campaign

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Tourism New Zealand has turned to Instagram and the Flight Centre to launch the third update of its More Magic Every Day winter campaign to target Australian travellers.

To us Kiwis who see this sort of tourism video on our screens almost daily, the Instagram video brings nothing new – just the usual mountainscapes, mountain biking and lake/mountain vistas, pulled together with a breathless voiceover.

“The longer this campaign lasts the less authentic it looks,” said one ad person on one of the Aussie sites. “That image could’ve come out of the 1970s. Come on TNZ, lift your game.”

But the punters loved it in droves on Youtube:

  • “Going there in August, this video just brought the biggest smile to my face.”
  • “If you like a bit of #skiing and love an adventure down the slopes, check this clip out! #NewZealand; the magic of Winter.”
  • “Amazing footage, wow!
  • “So beautiful … someday, Someday I WILL visit a mountain!

This is the first time TNZ has used Instagram to drive sales with paid imagery and video content, while Flight Centre is running a sale targeted at the Australian market in conjunction with Virgin Australia and Air New Zealand.

“Tourism New Zealand is one of the first travel brands to partner with us for the launch of video on Instagram, which offers the same visual, immersive quality as photo ads on Instagram, but gives us the added ability to demonstrate sound and motion,” said Instagram’s Sydney-based brand development lead for Australia and New Zealand, Sophie Blachford.

Tourism NZ general manager Tony Saunders said: “The majority of Australian’s that visit New Zealand for the ski season are beginners who want the freedom to take to the slopes in the morning and then unwind at a local winery in the afternoon. The new campaign will showcase the variety of activities on offer for travellers to enjoy throughout their winter holiday.”

The campaign aims to grow first time arrivals and increase the number of average ski days from Australia.

“This year’s campaign launches earlier than ever before. Through our partnership with Air New Zealand and Flight Centre we will be looking to drive Australians to not just think about a winter holiday in New Zealand, but to book it and make it happen,” Saunders said.

The sale period runs from yesterday to Friday 27 March when the airlines operating more than 120,000 seats between Australia and Queenstown over the July to September period.

The #NZdronie will also return for the ski season, which sees a drone operating in New Zealand’s mountain ranges allowing skiers to create personal videos and share the beauty of the South Island with their friends.

Other activations will see a ski hub on with ski writer Rachael Oakes-Ash providing advice, tips and insider knowledge on ski and winter holidays in New Zealand.

The winter campaign runs through until July, leading with TV advertising along the Eastern Seaboard, out-of-home advertising, online advertising and integrated activity across social media platforms.

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