Following the lead of Tourism Queensland and the hugely successful ‘Best Job in the World’ campaign, Tourism New Zealand is also leveraging the power of user generated content to market the Land of the Long White Cloud.
A mobile recording studio has been set up to collect footage of what visitors to New Zealand have to say about the country, with the short interviews then loaded up onto YouTube.
Over 32,000 people have already checked out the videos, which now number close to 1500, on Tourism New Zealand’s ‘Have Your Say’ YouTube Channel.
It’s the latest example of national tourism bodies using real stories from real people – all giving personal recommendations – a marketing tool which is continuing to grow in power.
Tourism Malaysia has a similar component on its website with ‘My Discoveries’ – where visitors share their unique experiences through videos, photos and stories.
The ‘Best Job in the World’ initiative remains the poster campaign for innovative tourism marketing that channels the power of social media, with Tourism Queensland still creaming it in international publicity. Video applications for the job garnered huge worldwide interest, and the winner of the contest will be announced today.
The 16 finalists arrived on Hamilton Island for the final round of interviews this week and were immediately surrounded by international media crews, including the BBC which is shooting an hour-long documentary.
According to the Tourism Queensland CEO Anthony Hayes, they’ve already calculated over $100 million in publicity and expect another $20 or $30 million to roll in before the week closes – a sound return for what Hayes says came to around $1 million.