Over 2.5 million Germans last night had New Zealand beamed into their homes during a 120-minute episode of “Germany’s next Top model”, filmed in New Zealand during February.
The German show was brought to New Zealand with the help of Tourism New Zealand’s International Media Programme and spent three days in Auckland experiencing some of the best the region has to offer.
The five girls’ visit to Waiheke Island, their cruise on the Waitemata Harbour on board a waka and sky jump from the Sky Tower were all featured during the episode alongside various challenges and photo shoots.
Tourism New Zealand’s General Manager Americas and Europe Gregg Anderson says that Germany is a key visitor market for New Zealand, with over 57,000 holidaying Germans visiting our shores for the year-end February – a 11.8 per cent increase on last year.
“When this opportunity was presented to us we jumped at it, knowing the reach a popular show like ‘Germany’s next Top model’ provides us to showcase the destination – particularly to the youth market.
“Germany’s next Top model” show is aired weekly to an audience of, on average, 2.5 million. In addition to the broadcast viewers, significant additional viewers will be reached via online catch up.
“With visitor arrivals on the increase, and average length of holiday stay at an amazing 47 days, the outlook in Germany is good.
“When you look at arrivals from the German youth market specifically, the performance is even more impressive. We’ve seen over 16 per cent growth in youth holiday arrivals for the year end February 2015, with total youth arrivals following closely behind at 14 percent growth.
“This broadcast opportunity gave us a chance to continue to inspire and excite the market, and most importantly keep up the New Zealand conversation particularly following the success of The Hobbit leveraging.”
For year ended February, the youth market accounted for 60 percent of the total growth in holiday arrivals from Germany.
To make the most of the high profile nature of “Germany’s next Top model”, a social and digital marketing campaign is being run to coincide with the episode going to air. The campaign will feature the tourism products the models undertook in New Zealand and show how German visitors can easily have these experiences themselves.
This was a one-off opportunity to host the German show, as generally New Zealand’s location in the world would deem it too far away.
Tourism New Zealand’s International Media Programme aims to gain compelling, high-profile media coverage to motivate our target market to travel to New Zealand. The programme hosts around 230 international journalists in New Zealand each year from print, online and broadcast organisations.
Senior Communications Advisor
Tourism New Zealand
+64 21 243 0836