New Zealand has long been known for its stunning landscapes and iconic scenery, but in the world of social media, it’s hard to achieve cut -through with the world’s insta-ready landscapes at your fingertips. The challenge for Tourism New Zealand was to stand out and amplify showcase the truly unique differences that NZ has to offer.
The answer? Amplify the incredible hospitality and welcome visitors receive when holidaying in NZ.
The solution was to use an age-old medium – radio – in a new and different way. Bring the iconic Kiwi accent and warm local voices into the homes and workplaces of 10 million listeners across the UK, both online and offline, leveraged with social media.
In a bold move, TNZ partnered with Bauer Media to send two well-loved radio hosts, Tom Price and Sarah Champion from Magic and Absolute Radio, to New Zealand to broadcast their experiences to their UK audiences live. This was to be a campaign of firsts – TNZ’s first UK radio branded content campaign, AND the first time that two UK stations have travelled such a distance together to broadcast simultaneously!