New Zealand is about 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 says the campaign is designed to give immediacy and urgency to the idea of coming to New Zealand rather than the current perception of a ‘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," says George Hickton.

Effectively, the new campaign asked those travelling through the country in July exactly what they thought - then filmed their responses. Rather than telling UK residents what they should expect in a visit to New Zealand, the new campaign is based around the travellers' answers.

Hickton says the campaign will help New Zealand compete with an ever increasing range of new and exotic destinations.

The UK is New Zealand’s second largest tourist market with over 290,000 visitor arrivals in the year to June 2008.

A screening last week during the Industry Tour Operators Conference (Itoc) at the Millennium Hotel in Queenstown was greeted enthusiastically and all are hoping for a major impact.

The campaign hits UK television screens on September 7.

A Report By the Mole