Tourism New Zealand has teamed up with youth travel company Contiki to launch a campaign targeting millennial travellers.
The joint venture is aiming to promote New Zealand as a place with unique and authentic cultural connections to millions of 18- to 35-year-olds around the world who are thinking of visiting NZ.
The agency has invested $28,000 into the partnership which will deliver a range of content led by a hero video piece showcasing the haka, five other pieces of supporting video and four blog articles on Contiki’s site (see below).
Contiki’s frontline travel agents will also promote the campaign and travel to New Zealand over the coming months.
Youth travellers, who stay longer and spend more than the average visitor, accounted for more than 193,000 visitors to New Zealand in the year to November 2018, according to the Ministry of Business, Innovation and Employment.
Tourism New Zealand’s director of marketing, Andrew Fraser, said that the value of the youth traveller “goes far beyond arrival numbers and expenditure”.
“More than any other visitor they tend to travel across different regions and get involved in a range of activities and spend more while they are here. They also tend to travel throughout the year and this presents a strong opportunity to grow shoulder season arrivals.”
He added that the millennial traveller is looking for an authentic holiday experience, where they can really immerse themselves in the culture of a location.
“Contiki’s the ‘Travel Project’ is a hugely popular online hub for millennials containing in-depth travel stories – it’s the perfect home to showcase New Zealand’s unique culture,” he said.
A video showcasing the origins, meaning and importance of the haka and the warm manaakitanga (welcome and hospitality) New Zealand is known for. The video launched on 19 January and racked up over 194k views and 2,000 shares within three days.
A 60-second edited version of the haka video has been pushed out via social media news page, UNILAD. The video reached more than two million views after just four days.
The campaign also includes five other pieces of supporting video that showcases a range of New Zealand locations and experiences, and stills from the shoot.
A series of four blog articles on Contiki’s site comprise:
- What place does a Māori war dance have in today’s world?
- Why NZ is the ultimate place to travel to with your best buddies
- Under the radar North Island you won’t find in the guide books
- Outrageously beautiful South Island destinations to add to your wish list
Contiki managed the production of the campaign in-house so no external agencies were engaged.