Tourism NZ invested in China’s Singles Day shopping event. Image: Preis King preis-king.com
Tourism New Zealand has spent $327k on a campaign to run during China’s one-day shopping extravaganza, Singles Day, in a bid to promote New Zealand as a holiday destination.
Touted as the biggest shopping day of the year, Singles Day on Monday 11 November is expected to attract more than 500 million shoppers.
“With visitor arrival growth from China slowing, this event provides the perfect opportunity to promote New Zealand as a destination and to increase holiday bookings,” said Gregg Wafelbakker, TNZ’s general manager of Asia.
TNZ partnered with Fliggy, the travel service platform of Alibaba Group which runs an extensive campaign to align with the day, to promote New Zealand.
Fliggy filmed content at three New Zealand locations – the Sky Tower, Hobbiton and Waitomo Caves – in October to include in its promotional videos for the shopping festival, Wafelbakker said.
“The campaign includes a tailor-made landing page on Fliggy’s website that showcases New Zealand as a destination and the range of tourism products available here. Visitors to the site are able to book New Zealand holidays and individual products during the festival,” he explained.
Meanwhile, tourism minister Kelvin Davis will lead the NZ Government presence at the China-New Zealand Year of Tourism closing ceremony, which takes place on the eve of Singles Day.
The ceremony will take place at Canton Tower in Guangzhou on Sunday 10 November.
Davis will be in China from 8-12 November and will also attend bilateral tourism meetings and trade promotion activities.
“Guangzhou has important tourism and trade links for New Zealand,” he said.
“I look forward to strengthening our relationship and promoting New Zealand while I’m there.”
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