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New Zealand is
preparing to launch its largest ever tourism campaign into the United Kingdom.
The $7.3 million Tourism New Zealand campaign is based on research that shows that Brits are most likely to make their travel decisions based
on talking to other Brits.
Tourism New Zealand spent two weeks in July filming British travellers at popular New Zealand tourist destinations. The footage will be used as
the basis for eight 40 second television commercials, as well as online activity.
The campaign features British travellers in New Zealand talking about their holiday with the tagline ‘What do you say UK?’
Tourism New Zealand Chief Executive George Hickton
said the campaign is designed to give immediacy and urgency to the idea of coming to
New Zealand rather than the current perception of a trip which is ‘nice to do one day’.
"While the 100% Pure New Zealand campaign has helped New Zealand stay a very aspirational holiday for the British, the new campaign will give
consumers a reason to come now," said George Hickton.
The UK is New Zealand’s second largest tourist market with over 290,000 visitor arrivals in the year to June 2008.
The campaign hits UK television screens on
7 September 2008.
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