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New Zealand lifts its profile through Chinese reality TV

October 22, 2014 Destination Global, Headline News No Comments Email Email

egtmedia59‘Dad, where are we going?’ That’s the name of a popular Chinese reality TV show.  More than 400 million viewers across China have tuned in for season two of the show featuring 217 minutes of celebrities travelling around New Zealand.

That’s more viewers, for instance, that the entire human population of North America, so it’s quite a coup for New Zealand.

Tourism New Zealand and Air New Zealand pitched for the rights to host the production in September, with New Zealand becoming the first international destination ever to feature in the show.

The show follows five celebrity fathers and their children (aged from 3 – 8) on an adventure to mystery destinations where they undertake challenges.

The final two episodes of season two were filmed in New Zealand including the all-important season finale.

In Episode 15 the stars were in Rotorua while Episode 16 features the show’s stars dressed as Hobbits, Wizards and Elves exploring Hobbiton Movie Set.

Tourism New Zealand Chief Executive Kevin Bowler says the magnitude of the potential impact for the New Zealand tourism industry is hard to comprehend.

“This was an unmissable opportunity for us. Think of it like having five celebrity figures all in New Zealand at the same time, making a TV show about their travels. That’s how popular these Dads are and this show is, in China.

“The value of all the coverage achieved from this activity is estimated at NZD 169 million, were we to buy that same level of advertising – more than the entire year’s budget for Tourism New Zealand.”

Since the episodes aired, a marketing campaign has gone live in China promoting New Zealand as a holiday destination, featuring some of the experiences and regions visited by the celebrities.

Travel trade partners will be selling official ‘Dad, where are we going?’ itineraries and public relations activity is ongoing.

Conversations and coverage of New Zealand playing host to the show has been huge with the number of media reports exceeding 8000 – the popularity of the show ensuring New Zealand is the topic of conversation across China.

China is New Zealand’s second largest visitor market with over 180,000 holiday visitors welcomed into the country for the year-end August 2014, up 7% on the same period last year.

Edited by : Peter Needham

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