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Brands of the Long White Cloud

New Zealand’s natural beauty is often used to produce eye-catching and effective campaigns newspaper platforms, writes ADRIAN FERNANDES.

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INFOGRAPHIC_AUSTRALIA AND NZ_DIGITALAustralia and New Zealand enjoy a close relationship built on geography and a shared history.  There’s a lot of love and no small amount of sibling-style rivalry, the nature of which we celebrate every ANZAC Day.

This week, we’ve used psychographic data captured by emma to highlight the similarities and differences between Kiwis and Aussies. We’ve also picked some great creative campaigns for Kiwi brands that have appeared recently in Australian newspaper media.

Crossing the ditch

Travel brands such as Air New Zealand, Destination Queenstown and Tourism New Zealand use newspaper platforms to entice readers to visit the land of the long white cloud. emma data demonstrates why – some 4.8 million consumers say newspaper media is their favoured source of information when planning a holiday.

Autumn in Queenstown

Destination Queenstown recently used print to attract tourists who love to experience new and local cuisine. Here’s some beautiful creative published in The Sydney Morning Herald’s Good Food and The Age’s Epicure.

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Ski season’s here

Tourism New Zealand is a regular advertiser in Australian newspapers. Here’s a digital ad it produced to promote ski season in New Zealand that appeared on the Brisbane Times and Canberra Times sites last month.

This campaign will reach the right audience as emma data shows 9 out of 10 active Aussie skiers read print or digital newspaper media every month.

The NZ tourism board also uses newspaper advertising. Here’s an example of its print creative for its “Every Day a Different Story” campaign.

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To read about how this campaign helped deliver ROI of 316 per cent for Tourism New Zealand, click here.

There’s no stopping Air New Zealand

Here’s a simple and effective print ad for Air New Zealand that appeared in Escape, the Sunday Times travel pull-out.

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The ad delivers a clever headline to promote a direct route from Perth to Christchurch with simple language and a call to action.

emma data indicates Air New Zealand will hit an engaged audience in print as 1.2 million readers plan to visit New Zealand in the next 12 months for either a holiday or business trip.

Cheers Bro!

It’s not just travel brands that use New Zealand’s natural beauty to make stand-out ads. Australia is the biggest importer of New Zealand wine*, so many Kiwi wine brands use newspapers to stay strong in the market.

Winemaker Catalina Sounds used the natural beauty of the Marlborough region of New Zealand in a recent print ad in The Sunday Telegraph.

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With minimal copy, Catalina Sounds promotes a competition for a trip to New Zealand alongside a call to action to visit its site.

Australian retail brand Dan Murphy’s published this advertisement (below) in The Age, offering loyalty club members a chance to win a trip to New Zealand to meet award winning winemaker Jeremy McKenzie.

dan murphy

These brands know print ads work to reach wine buffs. emma data shows that newspaper readers are 17 per cent more likely to buy wine to drink at home than non-readers.

For more information on how newspaper readers have a passion for food and wine, click here.

*http://www.nzwine.com/assets/sm/upload/da/9i/te/eu/NZW_Annual_Report_2013_web.pdf

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