Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Micro-blogging Queen Yao Chen the face of campaign shoot

21 November 2012

Micro-blogging Queen Yao Chen the face of campaign shoot

Newly-wed Tourism New Zealand brand ambassador Yao Chen, dubbed China’s micro blogging queen, begins work on her latest 100% Pure New Zealand campaign shoot across the country this week.

The focus of the campaign is to demonstrate to potential Chinese travellers that the fantasy of Middle-earth is in fact the reality of New Zealand.

Yao Chen is one of China’s most high-profile celebrities and became Tourism New Zealand’s brand ambassador in August 2011.

Since that time, her Weibo following, the China equivalent to Twitter/Facebook has more than doubled from 12 million to 26.2 million.

She is one of the top five most followed micro-bloggers in the world after the likes of Lady Gaga and Justin Bieber, and ahead of President Obama.

Last weekend she wed fiancé Cao Yu in New Zealand’s world-renowned resort town Queenstown. Yao Chen has posted photos of the wedding and visitor activities in and around Queenstown on Weibo, sparking enormous interest and comment on New Zealand as a holiday destination.

Yao Chen and her new husband have stayed on in New Zealand and she will start shooting the new Tourism New Zealand campaign tomorrow, Thursday 22 November.

Tourism New Zealand’s General Manager Marketing Communications Justin Watson says that the imagery taken during the photo shoot will invoke the magic of Middle-earth but show Yao Chen experiencing it first-hand.

“It will build on the recent launch of Tourism New Zealand’s global 100% Middle-earth, 100% Pure New Zealand advertisement in China which has been adapted for the market using a voice over from Yao Chen.

“It will also show our Chinese Active Considerers that a New Zealand holiday is a rejuvenating experience,” says Justin.

Tourism New Zealand’s General Manager Asia Markets Tony Everitt, based in Shanghai, says that Yao Chen was chosen to be Tourism New Zealand’s brand ambassador in Mainland China because of her influence, popularity and vast audience reach across our target market of Active Considerers.

“Working with these individuals helps extend New Zealand’s profile and inspire travellers to follow in the footsteps of the celebrities they admire.

“With the growth of social media, Yao Chen’s reach makes her word even more powerful.

“Tourism New Zealand’s securing of Yao Chen as a brand ambassador has been a huge success. Her audience reach is something that Tourism New Zealand could never afford to buy in a market like China.”

For the year ended September 2012 visitor arrivals from China exceeded arrivals from the USA for the first time becoming the third largest source of visitors to New Zealand, behind Australia and the UK.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Sky City : Auckland Convention Centre Cost Jumps By A Fifth

SkyCity Entertainment Group, the casino and hotel operator, is in talks with the government on how to fund the increased cost of as much as $130 million to build an international convention centre in downtown Auckland, with further gambling concessions ruled out. The Auckland-based company has increased its estimate to build the centre to between $470 million and $530 million as the construction boom across the country drives up building costs and design changes add to the bill.
More>>

ALSO:

RMTU: Mediation Between Lyttelton Port And Union Fails

The Rail and Maritime Union (RMTU) has opted to continue its overtime ban indefinitely after mediation with the Lyttelton Port of Christchurch (LPC) failed to progress collective bargaining. More>>

Earlier:

Science Policy: Callaghan, NSC Funding Knocked In Submissions

Callaghan Innovation, which was last year allocated a budget of $566 million over four years to dish out research and development grants, and the National Science Challenges attracted criticism in submissions on the government’s draft national statement of science investment, with science funding largely seen as too fragmented. More>>

ALSO:

Scoop Business: Spark, Voda And Telstra To Lay New Trans-Tasman Cable

Spark New Zealand and Vodafone, New Zealand’s two dominant telecommunications providers, in partnership with Australian provider Telstra, will spend US$70 million building a trans-Tasman submarine cable to bolster broadband traffic between the neighbouring countries and the rest of the world. More>>

ALSO:

More:

Statistics: Current Account Deficit Widens

New Zealand's annual current account deficit was $6.1 billion (2.6 percent of GDP) for the year ended September 2014. This compares with a deficit of $5.8 billion (2.5 percent of GDP) for the year ended June 2014. More>>

ALSO:

Still In The Red: NZ Govt Shunts Out Surplus To 2016

The New Zealand government has pushed out its targeted return to surplus for a year as falling dairy prices and a low inflation environment has kept a lid on its rising tax take, but is still dangling a possible tax cut in 2017, the next election year and promising to try and achieve the surplus pledge on which it campaigned for election in September. More>>

ALSO:

Job Insecurity: Time For Jobs That Count In The Meat Industry

“Meat Workers face it all”, says Graham Cooke, Meat Workers Union National Secretary. “Seasonal work, dangerous jobs, casual and zero hours contracts, and increasing pressure on workers to join non-union individual agreements. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news