Tourism NZ – Social Videos

To help Tourism New Zealand reach and encourage new visitors from around world, we transformed stunning photography from their image library and presented it in a short social video. Riding on the wave of popularity of #NZmustdo, the result was an astounding 1.2million+ views, 42,000+ likes and 16,000+ shares on Facebook alone. In 2 days. With no paid media. Redefining the term ‘organic reach’.

To help celebrate International Hobbit Day (yes, it’s a thing) we pulled together a collection of user generated images from the Hobbiton™ Movie Set in a short social video. It seems that the Lord of the Rings and Hobbit buzz isn’t slowing down with thousands of people sharing their own experiences and desires to visit The Real Middle Earth.

As part of a wider campaign around travel to The Real Middle Earth, we created a series of packing videos based on the idea of “What would a wizard/hobbit/elf/dwarf pack on a trip to New Zealand?”. This series of videos was broadcast on Tourism New Zealand’s website as well as through an Instagram Story. The level of engagement with these posts ranked amongst the highest numbers ever seen by Tourism New Zealand.

New Zealand is extremely Instagram worthy. Travellers are encouraged to share their experiences using the #NZMustDo or for the more ‘hobbit minded’ #RealMiddleEarth. Each year Instagram issues a Top-10 list based on the number of images geotagged to specific locations. It’s an unexpected list – and of course, you have to watch to the end to see the most instagrammed location. What would be your guess?

The Regional 2.0 campaign promoted the Northland and West Coast regions directly to the goof folk of Melbourne and Sydney. Following on from this we created, we created social videos on Facebook and Instagram using UGC (user generated content). These emulated the locations form the above the line campaign, but ‘through the eyes of others’.