Background

As the birthplace of our nation, the Waitangi Treaty Grounds offers the ultimate Kiwi experience with many unique attractions. In early 2021 it was competing with a sector pulling out all the stops to attract Kiwis to their destination.

Knowing itchy-footed Kiwis were guilty of exploring foreign lands more than their own back yards, Mango commissioned research to discover how many New Zealanders had actually visited this important site.

We leveraged the insights to maximise awareness and consideration of the Treaty Grounds as a summer and autumn hot spot. Our integrated campaign included:

-Extensive earned media coverage of the research

-A radio partnership

-A top travel influencer created social content of their experience at the Grounds

(🎥: @BareKiwi)

The results

The campaign generated:

• 14 pieces of positive, earned media coverage
• Reach of almost 18 million Kiwis
• Key coverage, included The AM Show, Newshub Live at 6, NZ Herald, Stuff.co.nz, Sunday Star Times, Radio NZ and Newstalk ZB
• 44 promotional trailers played throughout the radio campaign, driving approx. 500 competition entrants
• Over 14,000 unique views on social through 1 influencer partner

Domestic visitation increased markedly as a result of the campaign, with the key months up an average of 65% compared to 2020 and up 47% compared to 2019.