The New Zealand Tourist Board

The New Zealand Tourism Board is hoping to shed its ’quaint, old-fashioned’ image and target the younger traveller with an off-the-wall campaign through youth PR specialist Red Rooster. A 20 per cent increase in visitors in the under-25 age group has prompted the tourism body to refocus on the younger end of the market. Red Rooster has established a network of local ’scouts’ to report back on ’the cutting edge of Kiwi cultural life’ in order to move New Zealand out of the shadow of its Australian neighbour.

The New Zealand Tourism Board is hoping to shed its ’quaint,

old-fashioned’ image and target the younger traveller with an

off-the-wall campaign through youth PR specialist Red Rooster. A 20 per

cent increase in visitors in the under-25 age group has prompted the

tourism body to refocus on the younger end of the market. Red Rooster

has established a network of local ’scouts’ to report back on ’the

cutting edge of Kiwi cultural life’ in order to move New Zealand out of

the shadow of its Australian neighbour.



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