Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search


100% Pure New Zealand Facebook page tops a million fans

27 December, 2013

100% Pure New Zealand Facebook page tops a million fans

New Zealand’s tourism high season has delivered another success for the industry with one million fans now engaging with the 100% Pure New Zealand Facebook page.

The milestone was reached just as thousands of holiday-makers flock to the country in search of beaches, BBQs and long summer evenings.

Tourism New Zealand’s Director of Marketing Andrew Fraser says one million fans is a significant achievement for the organisation with social media now the key channel for the “word of mouth” style endorsement that is actively sought by potential travellers.

“Our own research shows that the endorsement of friends and family is still the most compelling factor in helping potential visitors make travel decisions.

“Social media channels like Facebook plays perfectly in this space where “friends” of Tourism New Zealand can share and make travel recommendations and offer endorsements to others on the page.

“With one million fans of our page, the reach of this word of mouth channel is significant.

“Our use of social media is about facilitating a conversation that brings New Zealand to life through images, videos and the comments of others,” he says.

“As a communication channel, social media is continues to grow in significance with around 56 per cent of visitors using Facebook.

“Some 40 per cent of all international visitors to New Zealand are using social media while in New Zealand and 45 per cent of all our visitors are using social media to talk about their trip once they have returned home.

“This works out at around 1.2 million of our tourists sharing their trip to New Zealand on social media. When you then compare this to the reach of Facebook where the average user has 140 friends you can see the potential.

“Word of mouth is incredible important to this industry as tourism product is difficult to evaluate unless you have experienced it – which is why potential travellers are constantly seeking input from others who have been there, done that.

“We regularly see our Facebook posts reaching hundreds of thousands of people in our priority markets. The high level of daily interaction with New Zealand travel content is a highly effective way to drive preference for New Zealand.”

Tourism Industry Association New Zealand (TIA) Chief Executive Martin Snedden congratulates Tourism New Zealand on the million fan milestone.

“Social media is an incredibly important way of promoting New Zealand as a tourism destination.

“Tourism businesses around the country can only benefit from Tourism New Zealand reaching out to such a huge audience who have already shown they are interested in New Zealand. We look forward to seeing Tourism New Zealand reach their second million fans.”

The national tourism plan, Tourism 2025, highlights the importance of social media and the growing demand from travellers for wifi so they can share their experiences with friends and family via social media as they travel.

Consumer engagement via social media is now a significant part of all Tourism New Zealand’s campaigns.

Andrew explains: “Being active on social media enables us to be highly targeted in reaching our key audience of people already considering New Zealand for a holiday, and it’s measurable so we can continually adapt our approach as we learn more about our consumers.”


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


Scoop Review Of Books: Worldly And Unworldly

"Being Magdalene" by Fleur Beale The situations shown in this youth novel are shocking, scary, and very moving as we experience Magdalene’s struggle to be a perfect girl as defined by the cruel and unreasonable leader of “The Children of the Faith”, as she moves reluctantly into young womanhood. More>>

Whistle Stop: Netball NZ To Implement New INF Rules

Netball New Zealand (NNZ) will implement the new Official Rules of Netball, as set down by the International Netball Federation (INF), from January 1, 2016. Key changes include the elimination of whistle following a goal, amendments to injury time and changes to setting a penalty. More>>


Scoop Review Of Books: Waiata Aroha

Vaughan Rapatahana on Chappy by Patricia Grace: With this eminently readable novel Patricia Grace returns to the full-length fiction stage after a hiatus of ten years. More>>

'Ithaca' At Q Theatre: Introducing NZ's World Class Cirque Troupe

NZ’s very own cirque troupe is set to become a household name with the premier of its adaptation of Homer’s Odyssey having secured a key season in Auckland. More>>

Music Awards: The Tuis Are Broody This Year

Topping off a sensationally eventful year both at home and internationally, Nelson born brother-sister duo Broods has taken home four Tuis from this year’s 50th annual Vodafone New Zealand Music Awards. More>>


Sport: Richie McCaw Retires From Rugby

Richie McCaw has today confirmed he is hanging up his boots and retiring from professional rugby. The 34-year-old All Blacks captain and most capped All Black of all time has drawn the curtain on his stunning international career which started in Dublin 14 years ago, almost to the day, and ended in London last month when he hoisted the Webb Ellis Cup aloft for the second time. More>>


John McBeth: On Jonah Lomu

For many New Zealanders, the enormity of Jonah Lomu's reputation will have come as a surprise... His deeds were watched and enthused over by movie stars and musicians, politicians and superstars from other codes. He reached into the lives and homes of millions and mixed with famous people most New Zealanders would only have read about. More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news