Whilst it hasn’t quite risen to the heights of our Dundee Tourism Australia campaign I want to applaud Tourism New Zealand for their most recent campaign #getNZonthemap.
At first glance, the strategy for this campaign seems simple – use relatable humour, celebrity endorsement and key tourism drivers (wine and football) to encourage Aussie’s to visit NZ.
Yep, they nailed it!
However, many reports are suggesting that this isn’t their only strategy to drive tourism nor are Aussies the only target.
Whilst its’ yet to be confirmed or denied, many believe that the target audience is also the citizens of NZ themselves.
NZ is, in fact, missing from many world maps and, for some time, Kiwis have been taking it on themselves to highlight the ignorance of it to the world. After all, NZ is around the same size as the UK.
Therefore, the second strategy is to tap into the Kiwi’s sense of national pride and create tourism advocates out of its own citizens to increase numbers.
So, is it one or the other … or both?
It’s difficult to tell at this time which of the two they intended and if it was both which will be more successful.
It’s rare for both to be equally successful and campaigns using numerous strategies are usually avoided as they tend to dilute one strong message, but I like it, so I’ll remain optimistic on this one.
Allison
