Jennifer Yeadon, Content Marketing Strategist at Cheetah Digital, discusses their recent work with Tourism New Zealand and TVNZ.
New Zealand is a tourist destination like none other. Boasting spectacular views, the ultimate in extreme sports experiences, and unmatched culture, it’s no surprise it’s a popular destination for travellers across the world.
To encourage travellers to explore new places in New Zealand, Tourism New Zealand recently partnered with TVNZ’s Breakfast show hosts while they explored 10 regions on their Backyard Break adventure segment. To feature these regions, TVNZ launched a campaign through Cheetah Experiences to showcase the distinct regions that make up the islands.
Marketing campaign objectives:
- Promote New Zealand regions and destinations.
- Bring the brand campaign to life in a new format.
- Drive data acquisition and build Tourism New Zealand’s audience database.
Giveaway campaign
To promote 10 regions of New Zealand, like Wairarapa, Wellington, Rotorua, and Bay of Plenty (among others!), TVNZ created a microsite with Cheetah Digital dedicated to showing off the exciting adventures that could be had. The Breakfast shared out the featured region every day on their morning show, encouraging viewers to visit the site. Once at the site, visitors could see the hosts’ activity in each region with pictures and video, as well as itineraries and activity ideas for the region of the day.
Each day a new region was featured with a corresponding form question for travellers to answer and indicate which prize package they’d like to win. Multiple prize packages were offered, including:
- Wairarapa Ranger Pack for a Ranger Day experience at Pūkaha,
- Zest Food Tours: Walking Gourmet Tour in Wellington,
- Marine wildlife tour and a guided experience at Te Puia,
- West Coast prize pack including a scenic ride through the South Island on the TranzAlpine Railway…
…and many more. After answering, they’d enter their email, phone number, and opt-in details via Facebook or at the Backyard Break site. They were also invited to opt-in to stay in touch, and receive news and offers from Tourism New Zealand.
What is zero-party data and how can you start using it? Download Cheetah Digital’s Marketer’s Guide to Zero-Party Data.