New Zealand has been emerging as a popular destination not only amongst the family segment but also millennial travellers looking for adventure and offbeat experiences. During a recent roadshow held in New Delhi, India Outbound spoke to Venessa Chen, regional consumer marketing manager, Asia, Tourism New Zealand, about “Good Morning World” a new dynamic online campaign launching in 2020 as part of its brand campaign “100% Pure New Zealand”.

Venessa Chen, regional consumer marketing manager, Asia, Tourism New Zealand

What’s your strategy for 2020 on the Indian market ?

Our major marketing action is the launch of a campaign called “Good Morning World” content series, to develop new content about the destination. It will also showcase New Zealand’s wonderful and friendly people within the beautiful and stunning landscapes that the country offers.

Who is your key target audience from India?

Our key target audience in this market are men and women aged between 25 to 54 coming from all over India. Our key focus at the moment however, are the key metro cities and some Tier-2 and Tier-3 cities as well. We work with our key trade partners in order reach to our target audience. We have been seeing lots of market audiences who are essentially honeymooners, couples and families.

What according to you is the USP of New Zealand?

The USP of New Zealand is definitely its wonderful people and the warm friendly hospitality! Other key activities include everything ranging from adventure tourism, as New Zealand is best known to be the “adventure capital of the world”. But apart from that, our great food is definitely another key attraction. Other than that I think our unique wildlife as well as our indigenous culture; our Maori culture is something unique to experience.

 How are you planning to attract the millennial travellers?

For millennials, we will continue doing what we have done in the past and make sure that our content has relevance to the millennials. Basically, the millennials want Instagram worthy images and the “Good Morning World” campaign leverages the Instagram platform to showcase the beautiful landscape and sceneries of New Zealand. And of course, we are putting emphasis on the friendly people of New Zealand as well. The human touch!

Adventure tourism is also a key attraction for the Indian market, but apart from that road trips, a key way of travelling, is very appealing to our Indian target segments. Travelling by car or campervan throughout New Zealand is one of the best ways to experience the beautiful landscape and sceneries as well as interacting with the friendly locals.

About Tourism New Zealand’s destination presentation in New Delhi:

• New arrangements and benefits for the Indian leisure travellers were announced including more streamlined visa services with a faster processing time of seven working days.
• Neha Bhola, the country manager of Tourism New Zealand presented new products and destinations New Zealand has selected for Indian tourists. The campaign showcases what makes New Zealand unique as a holiday destination – the warm and friendly people, stunning landscapes and a variety of things to do.
• Commenting on this, Tourism New Zealand’s regional trade marketing manager (Asia), Steven Dixon, who was connected over with Skype expressed his appreciation towards TNZ associates in India and welcomed three new partners.

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