TOURISM NEW ZEALAND’S BRINGS FACEBOOK CAMPAIGN TO INDIA

Tourism New Zealand has entered a global partnership with Facebook to attract visitors to New Zealand.  The Kombi Diaries, a series of five short films following a couple's trip around New Zealand is the result of a direct collaboration between Tourism New Zealand and Facebook's in house creative team, developing integrated creative to work across their platforms of Instagram and Facebook. The global digital campaign featuring The Kombi Diaries will feature across nine markets.

Tourism New Zealand established a collaboration between production company, Symphony, and the Facebook creative shop to bring the idea to life. The result is an engaging, natural story of two American tourists missing the train to Wellington from Britomart and embarking on a Kombi road trip where they meet the locals and see the country.

This activity will be launched through Facebook India on 10 August targeting Active Considerers in the key cities – Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Ahmedabad and Kolkata.

Andrew Fraser, Director of Marketing, Tourism New Zealand said it was increasingly important to be able to work effectively across all digital platforms and working directly with Facebook was a great opportunity to ensure the campaign used the most effective best practice techniques.

"Essentially what we did was, go to Facebook and ask them to create a content idea that addressed some of the barriers faced by people who are actively considering coming to New Zealand. Our research showed that while this audience understands the epic landscapes, there are gaps in their knowledge regarding their perceptions of our infrastructure, ease of travelling around New Zealand and the variety of things to do and see. These are the people Tourism New Zealand wanted to target. They are not the fly and flop type of visitor. They are the type of visitors looking for real experiences and appreciate authenticity and that is what The Kombi Diaries is about," said Fraser.