New Zealand opts for star power in China
AUCKLAND – A new tourism marketing campaign is using ‘star power’ to boost New Zealand’s profile in China.
Tourism New Zealand has teamed up with two big names in Chinese entertainment – filmmaker Lu Chuan and media personality/celebrity blogger Hung Huang – to promote New Zealand to Chinese travellers.
Tourism New Zealand chief executive Kevin Bowler says the campaign will make use of online communities and interactive digital technology.
“Previous advertising activity in China has been successful in building awareness of New Zealand. We now need to build on that by telling a more detailed story of what New Zealand can offer Chinese visitors,†said Bowler.
“By sharing the experiences of real people – who are well-known and respected by our target market in China – we can fill in the knowledge gaps in the minds of potential visitors.â€
The campaign is based around mini-travelogues fronted by the two celebrities as they experience New Zealand for themselves.
The travelogues will be shared through a range of online platforms; including blogs, social media sites and through Tourism New Zealand’s Chinese-language version of its visitor website, www.newzealand.com/travel/china.
The campaign launched this week, with advertising on digital interactive television, on office building screens and online.
Ian Jarrett
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