Tourism New Zealand’s (TNZ) mandate is to attract visitors for the purpose of enriching the country through their contributions. TNZ has a tiny share of voice globally (0.3%) and often has to adapt a challenger brand mentality.

Japan, a key market, would be hosting the 2019 Rugby World Cup (RWC); a major global sporting event that happens only once in every four years.

Rugby is NZ’s national sport. Eyes would be on the All Blacks (NZ’s national team) - the world champions, and with a popularity surge of rugby in Japan, the tournament was a unique opportunity for TNZ to promote the country as a tourism destination to Japan.

Our objectives:

1. Generate $20m earned media for Tourism New Zealand (TNZ) during the RWC.

2. Create positive traction for TNZ’s digital channels in Japan.

3. Create an event that leaves people with a more popular opinion of NZ and NZers.

In Japan, numbers are used as shortcuts to specific things, this would help with the language barrier.

39 or ‘San Kyu’ is a way of saying ‘thank-you’.

So we created a cultural showcase called ‘NZ says ‘39’ (thank-you) for being our hosts’.

The overall budget was NZD$4,000,000. This was spent on making ‘39’ the symbol of NZ’s experience throughout the 6 weeks of the tournament (starting in September). This was delivered through a programme of experiential happenings. The campaign was launched with a reveal by the Prime Minister of the All Blacks special ‘39’ jersey. And then leveraged with events, outdoor and Air NZ collateral. Film and digital elements then ran on online and social media channels to amplify the message.

In Japan, numbers are used as shortcuts to specific things, this would help with the language barrier.

39 or ‘San Kyu’ is a way of saying ‘thank-you’.

So we created a cultural showcase called ‘NZ says ‘39’ (thank-you) for being our hosts’.

The overall budget was NZD$4,000,000. This was spent on making ‘39’ the symbol of NZ’s experience throughout the 6 weeks of the tournament (starting in September). This was delivered through a programme of experiential happenings. The campaign was launched with a reveal by the Prime Minister of the All Blacks special ‘39’ jersey. And then leveraged with events, outdoor and Air NZ collateral. Film and digital elements then ran on online and social media channels to amplify the message.

In Japan, numbers are used as shortcuts to specific things, this would help with the language barrier.

39 or ‘San Kyu’ is a way of saying ‘thank-you’.

So we created a cultural showcase called ‘NZ says ‘39’ (thank-you) for being our hosts’.

The overall budget was NZD$4,000,000. This was spent on making ‘39’ the symbol of NZ’s experience throughout the 6 weeks of the tournament (starting in September). This was delivered through a programme of experiential happenings. The campaign was launched with a reveal by the Prime Minister of the All Blacks special ‘39’ jersey. And then leveraged with events, outdoor and Air NZ collateral. Film and digital elements then ran on online and social media channels to amplify the message.

1.Generate $20m earned media for Tourism New Zealand during the Rugby World Cup

‘NZ Says 39’ was launched to over 50 Japanese, global and NZ media outlets.

The estimated advertising value was $41.1 million NZD.

This equates to a media ROI of $9.25 for every marketing dollar spent.

2.Create positive traction for Tourism New Zealand’s digital channels in Japan

Social media followers increased to >50k (>200%).

Average engagement rate: 5.7%

>14m views.

1,078,179 visits to the Japanese newzealand.com, (top among all countries).

51,123 visits media website visits.

3.Create an event that leaves people with a more popular opinion of New Zealand and New Zealanders

>7,000 attended the cultural events.

79% had a better opinion of New Zealand, and felt New Zealanders were friendly, welcoming and respectful.

53% were more likely to visit New Zealand.

Brand appeal increased to 40% in Japan (highest in 3 years).

(Source: TNZ Active Consider Monitor).