The Challenge

New Zealand is known for its stunning landscapes and iconic scenery, but in the world of social media, it’s hard to achieve cut through with the world’s insta-ready landscapes at your fingertips. Tourism New Zealand (TNZ) needed to stand out and showcase the truly unique differences that New Zealand has to offer.

Objectives:

1. Increase awareness & desire
2.  Increase the perception of New Zealand for a holiday
3. Increase holiday bookings to New Zealand

The Insight

As radio experts, we know it provides brands with a way to speak to millions of people and is the most trusted medium in the UK & Europe that delivers an uplift for advertisers of 30% against KPIs.

Plus, the brands Absolute Radio & Magic Radio both tap into adventure-loving audiences, who go on at least three holidays a year and who are planning to book a holiday in the next 12 months (TGI Clickstream 2019 Q1).

The idea

To use an age-old medium – radio – in a new and different way. Bringing the iconic Kiwi accent and warm local voices into the homes and workplaces of 10 million listeners across the UK, both online and offline, leveraged with social media.

In a bold move, TNZ partnered with Bauer Media sending two well-loved radio hosts, Tom Price & Sarah Champion from Magic & Absolute Radio, to New Zealand where they’d broadcast their experiences live to the UK.

This was to be a campaign of firsts – Tourism New Zealand’s (TNZ’s) first UK radio branded content campaign, AND the first time that two UK stations have travelled such a distance together to broadcast simultaneously!

Execution

Results

11.9M

REACH IN THE UK

112%

RETURN OF INVESTMENT

10%

BOOKED A HOLIDAY OR PART OF THEIR TRIP TO NEW ZEALAND