| Title | TE ARAROA -THE LONG PATHWAY |
| Brand | TOURISM NEW ZEALAND |
| Product / Service | TOURISM NEW ZEALAND |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Media Agency: | MINDSHARE Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Matty Burton | Whybin\TBWA Sydney | Executive Creative Director |
| Dave Bowman | Whybin\TBWA Sydney | Executive Creative Director |
| Dave Brady | Whybin\TBWA Sydney | Creative Group Head |
| Asheen Naidu | Whybin\TBWA Sydney | Creative Group Head |
| Copywriter | Whybin\TBWA Sydney | Richard Shaw |
| Copywriter | Whybin\TBWA Sydney | Cindy Cato |
| Art Director | Whybin\TBWA Sydney | Dave Brady |
| Design/Typography | Whybin\TBWA Sydney | Chris Mawson |
| Design/Typography | Whybin\TBWA Sydney | Nick Mueller |
| Account Group Head | Whybin\TBWA Sydney | Anna Hunt |
| Account Director | Whybin\TBWA Sydney | Kate Massey |
| Regional Communications Manager | Tourism New Zealand | Tony Saunders |
| Campaign Manager | Tourism New Zealand | Stephanie Mckenzie |
In one weekend and with just a AU$160,000 media buy, Tourism New Zealand and Te Araroa got a dedicated 8-page travel section in a weekend newspaper, with bonus editorial content worth over AU$375,000 in equivalent advertising value. This gave us a return on investment (ROI) of 235% in media coverage. The advert reached over 2.6 million potential holidaymakers, which led to a 691% increase in visits to the website from the previous 37 days. From the website alone, booking referrals increased 201% with people wanting to take a trip along Te Araroa.
To encourage people to book walking holidays in New Zealand, we created a long copy press ad that took readers on a journey along Te Araroa, a walking trail that spans the length of the country. We then used a unique media buy to own the entire travel section of a weekend newspaper. The advert began on the front cover and ran unbroken across every single page, through continuous small space placements. The media buy was different for each page, allowing the advert to weave through the editorial in a distinctive way. The newspaper then chose to dedicate the entire travel section to Te Araroa. The editorial content corresponded to the parts of the trail we were referring to on each page, turning our small media buy into 8 full pages of dedicated content. The press ad and resulting editorial, drove readers to newzealand.com where people could book their holiday.
Te Araroa is a walking trail that spans the entire length of New Zealand. Our objective was to excite people about Te Araroa and encourage walking holidays in New Zealand, whether it’s completing the whole trail, or a small section. To begin, we picked a media channel that reached over 2.6 million potential holidaymakers, the travel section of the weekend newspaper. Then, knowing that people searching for holidays wanted in-depth detail, we wrote a long copy story taking readers on a walking holiday along Te Araroa. Instead of just buying a single full-page ad, we brought a series of continuous small space ads and weaved our long copy message across them all. The newspaper then chose to dedicate the entire travel section to Te Araroa without any increase in the media buy. They filled every page with editorial content that corresponded to the ad copy on each page.