Events maximise international exposure

Each year New Zealand plays host to a range of sporting, art and cultural events that attract international interest.

Tourism New Zealand (TNZ) works to support many of these events to maximise exposure for New Zealand in our key markets overseas.

General Manager Brand and International PR Catherine Bates says; "Events provide a great hook to bring international media and personalities to the country. Once here we work to ensure that any coverage or publicity generated incorporates a strong tourism angle, presenting New Zealand as a world class holiday destination."

TNZ engages with a vast range of events - from world class sporting events like the NZPGA Pro Am Golf and the ITU World Triathlon, through to cultural and arts events including the Brancott Estate World of WearableArt Show and F.A.W.C (Food and Wine Classic).

"The level of TNZ involvement is determined by the events potential to generate interest with our active considerers in our target markets. We then use a wide range of activity to maximise the opportunities we have identified."

Activity includes arranging press trips for international media, distributing press releases in offshore markets, online promotion through newzealand.com, social media and providing assets such as video and imagery.

The 2012 inaugural Tour of New Zealand event provided a great opportunity to showcase New Zealand as a cycle destination. Here TNZ invited thirteen journalists from China, Hong Kong, Japan and Australia to experience the event as part of a seven day tour through New Zealand.

"The specialised itinerary showcased why New Zealand is a perfect destination for a cycle holiday. The resulting coverage increased awareness within this specialised sector with articles appearing in lifestyle, fitness and cycling publications."

This year also saw the first annual NZPGA Pro-Am Championships held in Queenstown, providing the opportunity to promote New Zealand in the luxury and golf sectors.

Ten international media were invited to experience a five day itinerary showcasing a range of premium products, resulting in substantial coverage helping to raise the profile of New Zealand as a golfing and premium destination in our target markets which include Australia, UK, Japan and China.

Check out some of the coverage:

Journalist James Thomas of Yahoo!7 covered the event in an article that featured in the total travel section. Read it here.

Editor of Bicycle Network Australia Christopher Jones wrote about his Tour of New Zealand experience. Read his story here.