This topic goes over inbound tourism and the marketing campaigns used in all international marketing work.
The term “inbound tourism” refers to international visitors travelling to New Zealand from overseas for the purpose of holidaying, business, visiting friends and/or relatives (VFR), education etc.
Taranaki was named as one of 'Top ten regions to visit' in 2017 by Lonely Planet.
Lonely Planet's best in travel 2017 - Top ten regions to visit
1. Choquequirao, Peru
2. Taranaki, New Zealand
3. the Azores, Portugal
4. North Wales, UK
5. South Australia
6. Aysen, Chile
7. The Tuamotus, French Polynesia
8. Coastal Georgia, USA
9. Perak, Malaysia
10. The Skellig Ring, Ireland
Inbound tourism is extremely important to New Zealand, not only does it bring a vast amount of money into the local economy, but the more people who experience New Zealand as a tourist destination the better! This is because of WORD OF MOUTH. This is the best advertising!
Tourism New Zealand's tourism marketing campaign is 100% Pure New Zealand. It is used in all international marketing work - including advertising, international PR activity and online marketing, event and sponsorship activity.
When 100% Pure New Zealand was launched in 1999, it was the first time New Zealand had one message in all of its tourism markets around the world. 100% Pure New Zealand tells the story of how this country's unique combination of landscapes, people and activities cannot be found anywhere else in the world - it is a "100% Pure New Zealand" visitor experience.
Over the years it has been used as 100% Pure Relaxation, 100% Pure Adrenalin, 100% Pure You and 100% Middle-earth - all connected back to the core premise of 100% Pure New Zealand. The 100% Middle-earth, 100% Pure New Zealand was named best destination marketing campaign at the 2012 World Travel Awards.
The latest adaption is 100% Pure Welcome, 100% Pure New Zealand, our biggest campaign yet! It showcases what makes us unique – our warm and welcoming people alongside our stunning landscapes.
Every day for the year 2019 a short video went live of a New Zealander wishing the world a good morning from their favourite place in New Zealand. New Zealanders are also being invited to be a part of the campaign by creating their own 'good morning world' videos and sharing them on social media using the hashtag #goodmorningworldnz.
Read the article below
Jaimie-Lee Bracken, July 4, 2019
New NZ tourism campaign starts with Kiwis saying 'good morning'
Kiwis are being asked to star in home-made videos as part of the 100% Welcome-100% pure New Zealand campaign, saying "good morning" from around the country.
Videos of Kiwis saying "good morning world" in their favourite places around New Zealand launched in June through the Tourism New Zealand website, with one video showing each day for a year.
This is part of the wider 100% pure campaign run by Tourism New Zealand for the last 20 years. The latest campaign focuses on the New Zealand experience and will be live in Australia, China, UK, USA, Germany, Brazil, Argentina, Japan, India, Singapore and Korea.
Gerry Paul, the co-founder of Coastella, director of Cupa Dupa and music programmer for some of Wellington's biggest events, was asked to make one of the first videos.
Why do you think tourists should come to Wellington?
The amazing musicians and artists here - the delightful cuisine - the wild coastline - the awesome craft beers - the coffee - the coffee - the coffee - to experience all of these and more!
What can the Hutt offer tourists?
From the Hutt River trail to Pencarrow Lighthouse, Te Whiti Riser to the Belmont Trig - the cycling trails, the bush walks, a trip across the harbour on the easy by West Ferry and then the quirky cafes like Seashore Cabaret. It's a wee slice of heaven on our back doorstep and tourists love it, so send them on out - everyone welcome!
What is your favourite thing to do here?
I love heading out spearfishing on a Saturday morning and catch some fresh kaimoana on the south coast or out Makara way. Fish, paua and crayfish right on our doorstep.
Why do you think it's important this campaign is about the people?
Everyone knows that the scenery and geography in Aotearoa is second to none - but it's the characters and great people who live here that tell our unique story.
Long term, what do you hope this campaign will achieve?
It will raise the awareness of how diverse Aotearoa is and just how many cool spots there are to see with so many interesting people to meet.
As you watch the clip below, think about how it makes you feel.
- Do you feel a sense of pride?
- Do you feel amazed at how beautiful NZ is?
- Do they feel inspired?