THL : Get Moving to Get NZ Moving - Award Winning Communications Campaign

Tourism Holdings (thl) is one of New Zealand’s largest and most successful tourism companies, listed on both the NZX and ASX.  It represents over 30 brands around the world, largely in the RV space (including Maui, Kea, Mighty, Britz). Tourism Holdings designed "Get Moving to Get NZ Moving" - as a campaign to stimulate domestic tourism and regional recovery off the back of Covid19. 

 

These Guys I Know was asked to assist in “raising awareness” of the strong pricing offer encouraging domestic customers to book and travel in campervans whilst global borders were closed during the Covid19 pandemic. We faced a significant initial challenge given it was, effectively, promotion of price - and retail offers are not usually covered through publicity / earned media. However, we worked hard to deliver a very strong communications strategy to position as a newsworthy initiative, delivering well over $1million worth of press - with all national news networks covering it along with regional, an immediate 20,000 online bookings, wider industry growth - and even an award at the TVNZ Marketing Awards for our efforts. Get Moving to Get NZ Moving turned New Zealand into a nation of campervans and we delivered so much coverage we were asked to slow down, so as to ensure the website could cope with such extensive demand! 

 

Other projects delivered for thl include communications relating to the rollout of telematics in the thl fleet, crafting of award entries which have resulted in wins for thl including  the Supreme Award at the NZ Tourism Awards, Employer of Choice in Australia and Investor of the Year at the American Chamber of Commerce Awards.

 

We have also been very proud to deliver extensive coverage for Waitomo Glowworm Caves.

 

Themes : Tourism, Regions, Economic Growth, Travel, Transport, Strategy, Marketing, Communications.