The Nelson/Tasman region looks set to benefit from a campaign that will be viewed by people around the world, thanks to the reach of National Geographic.
The Nelson Regional Development Agency pitched Nelson/Tasman as a region to be selected to take part in the Quest for Manaakitanga project, a collaboration with Tourism NZ and National Geographic International to produce stories, videos, artwork, and other content that tells the story about the people within our landscapes. Agency visitor destination manager Gisela Purcell says they are thrilled to see Nelson Tasman featuring strongly in the $1.6m partnership that will see more than 100 pieces of content leveraged across National Geographic Travel’s digital, social, and print channels.
National Geographic’s reach alone connects with more than 300 million people around the world, she says. “These will be further amplified across Tourism New Zealand’s digital channels,” she says. Gisela says it is great for the whole region to be seen in such high-quality and positive coverage. This will contribute significantly to the attraction of high-value visitors to the region in shoulder seasons.
The campaign, launched last month, features National Geographic writer Heather Greenwood Davis, photographer Erika Larsen and illustrator Christoph Niemann as they travel to Nelson Tasman, Kaikoura, Rotorua and Whakatane. Tourism New Zealand chief executive Stephen England-Hall says the campaign’s purpose is to target four of New Zealand’s most valuable visitor markets, USA, UK, Germany and Australia.
Last year these markets contributed $5.3 billion of spending in New Zealand. The campaign will also target potential visitors in priority markets Brazil, Canada and India. The aim is to spread the benefits of tourism across the country and throughout the year – bringing more opportunity for businesses, investment and employment, and boosting overall productivity.