New videos featuring major Chinese social influencers are the latest phase of a PR and marketing campaign promoting the Wellington, Tasman, Nelson and Marlborough regions called Heart of the Long White Cloud.
We Ershan, a leading film director, and Shu Qiao, a wine and food broadcaster, feature in a series of eight short videos that showcase the cultural, culinary and outdoors experiences on offer through interactions with locals, including Al Brown and Sir Richard Taylor. The campaign launched last week.
For the past year, Tourism New Zealand has been promoting the regions as a new itinerary for Chinese free independent travellers. The promotion has focused on getting Chinese to visit in the off-peak seasons.
Tourism New Zealand chief executive, Stephen England-Hall, said the regions tick the boxes for those visitors who are after culture, food and wine, outdoors and wildlife.
“Wellington and top f the South is part of Tourism New Zealand’s new strategy that focuses on encouraging tourists to visit more parts of the country. China is our second biggest visitor market and is rapidly becoming a market of independent travellers, so there is plenty of scope to encourage them to explore new routes and travel at different times of the year.
“Wu Ershan and Shu Qiao complement the regions perfectly. Shu is an extremely well known food and wine writer and Wu is a very well regarded food director. Both are influential among our target Chinese visitor who we know are interested in culture, food and wine and outdoor activities,” said Mr England-Hall.
Shu Qiao and Wu Ershan both loved working on the campaign.
“Gourmet has always been the key theme of my work,” said Shu. “It’s been an honour working with Tourism New Zealand to discover the Heart of the Long White Cloud. The diversified food experience in Wellington satisfied the ultimate pursuit of your taste bud, while the food and wine under the sunshine of Marlborough illustrates the food philosophy of New Zealanders.”
“Thanks to Tourism New Zealand’s invite, I can be part of the great campaign,” said Mr Ershan.
As part of the project, Tourism New Zealand and regional tourism organisations WREDA, Destination Marlborough and Nelson Tasman Tourism, have worked with the operators to develop product and itineraries that will interest Chinese free independent travellers. Operators such as Weta Workshop and Te Papa in Wellington, Wilson Abel Tasman Tours in Nelson, and the Marlborough Tour Company in Marlborough, have all seen an uplift in Chinese visitors since the campaign started.