Totalling 95 pages of coverage and counting, ten media outlets from markets that included North America, China, Japan, Singapore, Germany, UK and Australia visited New Zealand as part of a press trip timed with the 2014 NZ Open – boosting the event's international media attendance to record numbers.
Media coverage of some of New Zealand’s top golf experiences has gone to print across the globe after a selection of international golf media were given the chance to tee off around the country in March.
Totalling 95 pages of coverage and counting, ten media outlets from markets that included North America, China, Japan, Singapore, Germany, UK and Australia visited New Zealand as part of a press trip timed with the 2014 NZ Open – boosting the event’s international media attendance to record numbers.
Justin Watson, Tourism New Zealand‘s Director of Trade, PR and Major Events says the media coverage resulting from the press trip is impressive, equating to over NZD $2.9 million in advertising value to date and set to increase even further as more coverage goes to print.
“Using the New Zealand Open event as the hook to get media to New Zealand, we were able to showcase some of the country’s top golf courses alongside luxury accommodation, tourism experiences and food and wine in turn profiling New Zealand as a high-quality golf and premium destination.”
The seven day visit included VIP experiences at the Hills for the final day of the NZ Open before teeing off at top marquee courses around the country that included Jacks Point, Millbrook, Kinloch, Wairakei Resort, Cape Kidnappers and Kauri Cliffs. A highlight for all media was the ‘unique to New Zealand’ extreme golf tee experience provided by Over the Top Helicopters – teeing off and actually playing a hole atop one of Queenstown’s magnificent mountain ranges. This image has featured heavily throughout the media coverage.
Justin says, “Golf is a priority special interest area for the organisation as New Zealand has a compelling offering; a wide range of amazing courses set in stunningly beautiful settings.”
“Our research shows that golf attracts high-value travellers who enjoy premium activities, accommodation and food and wine experiences, and these visitors stay longer and spend more than average holiday visitors.“
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