New Zealand, the marketing agency that promotes tourism in the country, has launched its '100 % Pure New Zealand' campaign in India. The campaign, which promotes New Zealand as "the youngest country on earth", includes TV and Internet advertising.
As part of the campaign, Tourism New Zealand has launched an Indian version of its Webby award winning official website, www.newzealand.com. The India specific website has been created in an effort to attract more tourists from the country. Currently, of the 8.5 million outbound tourists from India, only about 21,850 visited New Zealand in 2007. This figure is growing at 10 per cent per year, according to Tourism New Zealand.
The site features an interactive map with self-drive instructions, which is the preferred mode of travel by tourists in the country. The agency has worked with Google to add a "tourism layer" in Google Earth, where travellers can view satellite images of the country and get information about tourist destinations, which is linked to the official site.
Tourism New Zealand is also running a banner campaign on websites such as Moneycontrol.com, IBNlive.com and MSN Travel, apart from partnering with online ad networks Tribalfusion and Tyroo. It is also running search ads on Google.
Nambiar adds that the agency is exploring social media advertising through blogs, though this part of the campaign has not yet been rolled out.
The 30 second television commercial is a collage of shots from the "youngest country on earth" and is a shorter version of the two minute video which plays on the website. The ads are running on Discovery Travel & Living and NDTV 24x7 because, as Nambiar says, they are targeting a niche audience.
Nambiar says about 40 per cent of the advertising budget is being spent on TV, while the remainder is being spent on the online medium. He adds that the India specific site witnessed about 14,000 unique visitors last week, up from about 3,500 since the site was launched in the first week of February. With the campaign running for two months, Nambiar expects a 15 per cent increase in tourists.