New Zealand seeks young for epic adventures
Youth travellers from the long-haul markets of the US, Canada, UK and Continental Europe are being enticed to travel to New Zealand with Tourism New Zealand’s latest youth campaign – Epic Experiences.
Youth travellers are those aged 18-29 and account for almost a quarter of annual arrivals in New Zealand.
The campaign is the largest multi-partner youth sector activity to be simultaneously rolled out across all Tourism New Zealand western long-haul markets.
"We have worked with a significant number of trade and youth partners in each market, securing strong travel deals to promote during the campaign which will support strong conversion rates," says Justin Watson, general manager marketing communications.
"We have also worked with the youth industry and operators with youth specific products in New Zealand to ensure the wide range of activities available are promoted across the campaign to show just how much there is to do while here."
Running over two months the activity will be rolled out via Tourism New Zealand’s established social media and online platforms.
The campaign has been launched on the back of the successful Stories Beat Stuff, which was designed to improve the youth sector’s pre-travel perception of New Zealand as a holiday destination.
"During the course of Stories Beat Stuff we learnt that the personal stories of other youth travellers, shared through youth friendly media such as Facebook, videos and online channels, were instrumental in getting their attention," said Watson.
"Achieving one million views and 61,000 direct ‘likes’ on Tourism New Zealand’s ‘100% Pure’ Facebook page we know that this is a successful way to engage with the youth sector.”
Ian Jarrett
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