Tourism New Zealand invites Brits to make videos

by Ben Bold, Brand Republic 07-Nov-08, 15:30

LONDON - Tourism New Zealand has launched the second phase of its 'What do you say UK?' marketing drive, which sees a mobile film studio hit the road, tour the country and film a series of video diaries starring British holidaymakers.

The studio will give British visitors to New Zealand the chance to share their travel experiences with friends and family in the UK, in an online video equivalent of a postcard. An itinerary explaining where and when the mobile studio will be located will be available on the tourism board's website.

Travellers will be invited to visit the "Have your say" portable studio, where they can film personal messages, which will be edited into a personal scrapbook.

The content will be posted onto YouTube and on the tour body's site and an email will be generated and sent to family and friends. The videos can also be uploaded onto Facebook.

The video activity follows the TV ad campaign, which launched in September and stars British holidaymakers filmed at iconic locations in New Zealand.

Participants in the campaign's second diary phase will be in with a chance of appearing in the next series of TV ads, which will air in the UK from February.

Gregg Anderson, Tourism New Zealand's regional manager for the UK and Europe, said: "Our research found that word-of-mouth is a more powerful influencer for New Zealand than for other destinations, and this exciting new development embraces this strategy, a well as encourages immediacy to travel."

Other ongoing marketing activity includes cinema, London Underground and national rail advertising.