DRMumbai: Brand evolution work of Tourism New Zealand has taken shape in new video content that will go global this month. Work to evolve the country’s destination brand to capture its unique people and culture alongside landscapes and scenery was announced in April.
“Tourism is an increasingly competitive market and New Zealand is a niche destination. To ensure we continue to attract high-value visitors we need to highlight our unique point of difference and that is our people and culture,” said Stephen England-Hall, Chief Executive.
“New Zealand’s warm welcome stays with people after they have visited. This is the true essence of our country’s brand, it’s incredibly strong and something that people share and talk about long after they return home.”
“The new videos are the first pieces of work to reflect where we are looking to take the brand and will be a good test to see how it lands in our overseas markets.”
The four videos follow a couple as they take road trips across New Zealand’s regions. It seeks to inspire potential visitors by showcasing friendly locals guiding the couple through their journey around our amazing country, ultimately embracing them like friends.
Tourism New Zealand is working with Māori Tourism and a range of stakeholders to incorporate people and culture into New Zealand’s destination brand. “It’s incredibly important that we get this right. Our people and culture are diverse and multifaceted, and we need to make sure we capture this authentically and deliver something Kiwis will embrace.”
The brand evolution work will continue over the coming months and will be reflected in new content as it is created.
The four new videos feature kiwis from each region welcoming, guiding and sharing their home with international visitors.
