Case Study

Everyday A Different Journey

 

The Challenge: New Zealand is a popular tourist destination for Indians, but it mostly attracts the adventure-seeking type. Tourism New Zealand (TNZ) knew it needed to expand awareness of the country’s varied offerings as a holiday destination to get an increase in tourists over the year prior.

The Idea: The integrated campaign – Everyday A Different Journey, showcased the diverse experiences that New Zealand has to offer, focusing on educating tourists to actively persuade them to consider it for their next vacation and motivate them to book a trip.

Using popular culture references such as The Lord of the Rings, TNZ took Indians on a 10-day trip of the breath-taking country with the help of a headline-grabbing and relevant cultural ambassador, Bollywood actor Siddharth Malhotra.

The Impact:The integrated approach which used public relations, advertising, digital, social and consumer engagement paid off – there was an increase in visitor arrivals in the month of January 2016 and the target audience surveyed indicated an increased desire to travel to New Zealand.

Awards Won – 5

PR Week Awards 2015

  • Silver in Public Affairs campaigns
  • Bronze in Public Sector Campaign

Sabre South Asia Awards 2016

  • GOLD SABRE in Travel & Leisure category 

Asia Pacific SABRES 2016

  • DIAMOND in the Measurement and Evaluation category
  • GOLD in the Travel and Leisure category