KOL-centered Exposure Acquisition Strategy based on Global Activities

By highlighting the unique charm of New Zealand during the off-peak season and beyond its traditional image—through mass media and social media alike—we aimed to promote travel throughout the year. This was achieved by leveraging KOLs (Key Opinion Leaders) and celebrities as hooks for broad media exposure.

We selected KOLs with strong ties to New Zealand who aligned well with the destination, built relationships with them, and organized off-season visits. During their trips, we pitched to TV programs and magazines with a strong affinity to the KOLs, involving media to maximize the impact of their travel. Additionally, we had the KOLs capture and share their experiences on-site, using the content for social media, enabling effective outreach to younger audiences beyond the reach of traditional media.

Approximately 1,700 media placements were achieved in FY24, and 700 placements have already been secured in H1 of FY25. This includes exposure on television programs as a result of proactive pitching.