100% Pure studio helps tourists have their say
Whangarei Leader
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Local News
A 20-foot container has been transformed into a mobile film recording studio and is travelling throughout the country as part of a new Tourism New Zealand marketing concept.
Last week the 100% Pure New Zealand "Have Your Say" studio stopped outside Dive Tutukaka ready to capture the travelling stories of tourists.
International tourists are invited to record their own short video diary about their travels which Tourism New Zealand will edit and post on YouTube and social networking sites.
The studio and its crew will spend more than 100 days on the road, stopping at about 40 tourist destinations along the way. Project manager Tim Graves says Tutukaka was the first stop outside Auckland – where the project began – and so far they have about 75 videos. The project is also working with local i-SITE centres to ensure they promote everything each location has to offer.
Last Thursday about 100 people were out on Dive Tutukaka boats and Dive Tutukaka marketing manager Kate Malcolm says the tourists were very excited about recording their stories when they returned. She says that during the past few years tourists have become more computer savvy and the internet is now one of the main ways visitors to New Zealand keep in touch with others around the world. "It is a great idea because this is how tourists keep in contact with friends and family."
She says Dive Tutukaka has seen no decline in visitor numbers with just as many international tourists and more domestic tourists visiting the area then ever before.
Ms Malcolm is confident Dive Tutukaka will make it through any hard times because the Tutukaka community is working together to promote the area including a website – www.tutukakacoastnz.com – and their great reputation keeps them at the top of people’s to do lists.
Mr Graves says word-of-mouth recommendations are among the most effective marketing and anticipates about 3000 video diary clips will be captured during the 19 weeks on the road. If every clip is viewed by 10 friends and family, then it is very cost-effective marketing.
The Have Your Say studio is the second phase of the What Do You Say UK? campaign that was launched in London in September. The campaign uses comments from British tourists as the basis for its television commercial.
