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

 

Media: Julian Wilcox Leaves Māori TV

Māori Television has confirmed the resignation of Head of News and Production Julian Wilcox. Mr Maxwell acknowledged Mr Wilcox’s significant contribution to Māori Television since joining the organisation in 2004. More>>

ALSO:

Genetics: New Heat Tolerant Cow Developed

Hamilton, New Zealand-based Dairy Solutionz Ltd has led an expert genetics team to develop a new dairy cow breed conditioned to thrive in lower elevation tropical climates and achieve high milk production under heat stress. More>>

Fractals: Thousands More Business Cards Needed To Build Giant Sponge

New Zealand is taking part in a global event this weekend to build a Menger Sponge using 15 million business cards but local organisers say they are thousands of business cards short. More>>

Scoop Business: NZ Net Migration Rises To Annual Record In September

New Zealand’s annual net migration rose to a record in September, beating government forecasts, as the inflow was spurred by student arrivals from India and Kiwis returning home from Australia. More>>

ALSO:

Scoop Business: Fletcher To Close Its Christchurch Insulation Plant, Cut 29 Jobs

Fletcher Building, New Zealand’s largest listed company, will close its Christchurch insulation factory, as it consolidates its Tasman Insulations operations in a “highly competitive market”. More>>

ALSO:

Scoop Business: Novartis Adds Nine New Treatments Under Pharmac Deal

Novartis New Zealand, the local unit of the global pharmaceuticals firm, has added nine new treatments in a far-ranging agreement with government drug buying agency, Pharmac. More>>

ALSO:

Crown Accounts: English Wary On Tax Take, Could Threaten Surplus

Finance Minister Bill English is warning the tax take may come in below forecast in the current financial year, as figures released today confirm it was short by nearly $1 billion in the year to June 30 and English warned of the potential impact of slumping receipts from agricultural exports. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news