Six Australian social media influencers were given the chance to tell their own South Island story when Tourism New Zealand hosted them on a journey through two of the South's 'Great Journeys' in March. Supporting the ' Every day a different journey' campaign, which was launched in February, the popular Australian influencers got to experience two of the five itineraries featured on newzealand.com, sharing their stories with a combined total of more than 700,000 fans along the way. "We want Australians to know that New Zealand is easy to get around and offers plenty of travel experiences that they won't get at home, and which are quite unique to New Zealand."
The group posted throughout their trip with an average of just under 4,000 likes per post generating more than $850,000 worth of advertising value.Tourism New Zealand's research shows that Independent Professionals in Australia use social media to help inform them when they make decisions about holiday destinations. In fact, for many social media is their first source of travel information "Leveraging the existing social media networks of our influencers has added another layer to our campaign because we have been able to showcase New Zealand's amazing scenery while also gaining advocacy for New Zealand as a holiday destination and for the authentic experiences on offer here."
"Not only have we been able to deliver high quality, inspiring imagery to a large and highly engaged audience through our influencers' social media channels, we have also gained some amazing imagery that we can use in our own social channels to further support the campaign."