Tourism New Zealand’s Stories Beat Stuff campaign received over 400 video entries and 6,500 registrations to the campaign site to win a New Zealand experience of a lifetime.
To provide the experiences, Tourism New Zealand partnered with a number of New Zealand operators and the first two winners, Donat Ertsey and Christian Murphy from the UK, will fly to New Zealand with Air New Zealand.
The campaign captured the attention of the youth market, which accounts from almost 25% of annual arrivals to New Zealand. Tourism New Zealand General Manager of Marketing Communications Justin Watson was quoted as having said that they are targeting the youth market because of the substantial growth opportunities they present. Watson added that they have the potential to stay longer, spend more and are more likely to return to New Zealand later in life.
The interactive nature of the campaign and the ongoing focus on the sector for the past 12 months is starting to show results, with youth arrivals up by 2% year-end October, and key operators in the youth space reporting good sales over recent months.