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Tourism New Zealand

Publicity
Strategy & Events

The Brief

The PC Agency was appointed to raise the profile of New Zealand in the UK. More specifically, Tourism New Zealand wanted to target the backpacker, independent professional and premium audience and promote the diversity and authenticity of New Zealand and what it has to offer.

The Approach

Media Events – The PC Agency curated and executed three culturally relevant top tier media events for Tourism New Zealand to raise awareness, generate exposure and attract a new audience.

New Zealand House X Lions Tour – The PC Agency secured New Zealand penthouse to celebrate rugby Lions Tour with 40 sports media in attendance, featuring pop-up Kiwi pub and Q&A with past and present international rugby players.

Speedboat Tour – The PC Agency replicated speedboat tour offered in Auckland Harbour on The Thames. We secured the entire Daily Telegraph editorial travel desk in attendance.

Conde Nast Traveller X Caravan – The PC Agency secured and hosted the entire Conde Nast Traveller editorial team at Caravan restaurant to promote New Zealand in a destination showcase.

Exclusives – The PC Agency leveraged otherwise hard to access opportunities client by combining the launch of the Qatar Airways route to Auckland and Tourism New Zealand’s wonderfully unique offerings. The PC Agency organised and executed a group press trip resulting in exclusives with The Daily Telegraph, House & Garden and Stylist.

Awards – Tourism New Zealand has won the best country category at the Telegraph Travel Awards since appointing The PC Agency, encouraged through unrivalled senior media relationships and regular media trips.

The Results

Within the last year, Tourism New Zealand has seen a 10.3% year on year increase in visitor growth from the UK. In the last year we have secured over 40 press trips, 942 articles with a reach of 3.5 billion and an expected EVA of £14 million.