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Road trip notches huge YouTube success for New Zealand

After travelling close to 9,500 kilometres and visiting 55 towns and cities the Tourism New Zealand’s groundbreaking mobile recording studio has ended its mammoth road trip. The mobile recording studio has travelled the length and breadth of New Zealand recording short video diaries from international visitors.
The video diaries — the ultimate in word-of-mouth advertising — have been edited for viewing on YouTube. Tourism New Zealand chief executive George Hickton said the project had been a further step into using social marketing and that it had been a successful project.
“We believe this is a world-first for a tourism organisation, a start-to-finish project to film, edit and publish visitors’ thoughts about New Zealand direct to the Internet and other potential travellers,” Mr Hickton said. Some 1,500 video diaries have been recorded by visitors from 42 countries and viewed by over 110,000 people.
“With visitor numbers falling from our major markets, Tourism New Zealand has to be more creative in the way it reaches potential travellers and this studio has been a good example of how to use new media and social marketing to do that,” Mr Hickton said.
“Word-of-mouth recommendation is one of the greatest motivators when people are choosing a holiday. The “Have Your Say” studio has been a great way to get our message out there in a cost-effective way,” he added.
To view video ‘raves’ go to this You Tube clip.

This article is written by Majbritt Thomsen, administrator on ‘Views On Tourism’.

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Posted in Best practice, IT, New Zealand, Sale and marketing.


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