Promoting "Off-Season New Zealand" with Little Red Book: A Strategic Partnership

Recently, New Zealand Tourism and Little Red Book (Xiaohongshu) collaborated to host a travel sharing event in Shanghai titled “Explore New Zealand Off-Season.” This event was not just a continuation of their “World, Take Your Time” IP project, but also an invitation to Little Red Book users to discover New Zealand’s unique winter experiences. Influential bloggers who had recently returned from New Zealand shared their stories, showcasing the allure of travelling to New Zealand during its winter season.

Background of the Collaboration

“World, Take Your Time” is one of Little Red Book’s key marketing IP projects for this year, aimed at promoting slow-paced travel experiences that resonate with the current trend among young people seeking a more relaxed lifestyle. The project encourages users to deeply experience the natural beauty and cultural richness of their travel destinations. In June, Little Red Book and New Zealand Tourism launched the “Off-Season New Zealand” campaign, marking New Zealand as the first destination for this initiative. By inviting 15 bloggers to explore New Zealand during its winter, the campaign highlighted the country’s unique winter charm, offering an in-depth look at its natural landscapes and cultural experiences.

Event Highlights

During the event, well-known bloggers such as @辞职旅行的大珂, @谁是阿尖, @Roy和Sue环球旅居, @曹九_Akira, and @游牧夫妻 shared their diverse winter adventures in New Zealand. Their stories ranged from stargazing under clear night skies, hiking on ancient glaciers, to close encounters with wildlife and adrenaline-pumping activities like skydiving. These vivid accounts not only showcased the multifaceted appeal of New Zealand’s winter but also promoted the concept of slow travel and deep exploration.

The Impact of Little Red Book and New Zealand Tourism’s Collaboration

Gregg Wafelbakker, the Asia General Manager of New Zealand Tourism, expressed his excitement about partnering with Little Red Book on the “World, Take Your Time” project. He highlighted how the bloggers’ authentic experiences would inspire more people to explore and enjoy New Zealand’s winter wonders. This collaboration, according to Wafelbakker, is set to continue, with both parties exploring new ways to create engaging content that fosters emotional connections with the audience.

Little Red Book’s Strategic Approach

Little Red Book’s Commercial Life Services Industry General Manager, Mi Yang, commented on the effectiveness of combining community content with commercial initiatives. By leveraging the power of community content and bloggers, the campaign bridged the gap between users and the destination, highlighting the trends in off-season travel to New Zealand. The collaboration aimed to create a seamless marketing journey from inspiration to conversion, offering users a more immersive and relatable travel experience.

The Future of Tourism Marketing

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Xiao Le, the head of Little Red Book’s community tourism business, emphasised that this collaboration marked the beginning of more in-depth partnerships between Little Red Book, the New Zealand Tourism Board, and key influencers. The project’s success in promoting off-season travel to New Zealand paves the way for future initiatives that will continue to explore and promote unique travel experiences, further enhancing the bond between the platform, its users, and travel destinations.

Source: travellinkdaily.com

In-Depth Marketing Practices

The collaboration between Little Red Book and New Zealand Tourism is a perfect example of how digital marketing, community engagement, and influencer partnerships can create a powerful promotional campaign. Below, we’ll explore some in-depth marketing practices that can further enhance the effectiveness of such a campaign, particularly in the context of promoting New Zealand as a year-round destination.

1. Leverage User-Generated Content (UGC)

Encouraging UGC: Building on the success of the campaign, New Zealand Tourism can encourage visitors to share their own experiences on Little Red Book. By creating specific hashtags such as #WinterInNZ or #ExploreNZOffSeason, users can easily contribute their content, which can be curated and shared by New Zealand Tourism to further amplify the campaign.
Contests and Incentives: To motivate participation, New Zealand Tourism could host a contest where users submit their best New Zealand travel photos or stories for a chance to win a trip or other rewards. This not only increases engagement but also provides a wealth of authentic content that can be used in future marketing efforts.
Example: Similar strategies have been successfully employed by Tourism Australia, which regularly features UGC on its social media channels, creating a continuous stream of authentic content that resonates with potential travelers.

2. Utilise Data-Driven Insights for Targeting

Audience Segmentation: By analyzing data from Little Red Book, New Zealand Tourism can segment its audience based on interests, demographics, and past engagement. This allows for more personalized and targeted content delivery, ensuring that the right messages reach the right people at the right time.
A/B Testing: Implement A/B testing for different content types and formats to understand what resonates most with the audience. For example, testing the effectiveness of video content versus static images can provide insights into which formats drive higher engagement and conversion rates.
Example: The Singapore Tourism Board has effectively used data analytics to refine its marketing campaigns, resulting in more targeted and effective promotions.

3. Collaborate with Niche Influencers

Niche Influencer Partnerships: Beyond the broader reach of popular influencers, partnering with niche influencers who specialize in specific areas (e.g., adventure travel, eco-tourism, luxury travel) can help New Zealand Tourism reach highly targeted audiences. These influencers tend to have a more engaged and loyal following, making their endorsements more impactful.
Long-Term Collaborations: Establishing long-term relationships with influencers can lead to more authentic and continuous promotion. For instance, inviting influencers back to New Zealand during different seasons to explore various aspects of the country ensures ongoing visibility and fresh content throughout the year.
Example: The Iceland Tourism Board has successfully worked with niche influencers to highlight unique aspects of Iceland, such as its geothermal spas and the Northern Lights, which has helped attract targeted tourists.

4. Implement Integrated Marketing Campaigns

Cross-Channel Promotion: Integrate the Little Red Book campaign with other digital marketing channels such as WeChat, Weibo, and even global platforms like Instagram and Facebook. This ensures that the message reaches a broader audience while maintaining consistency across different platforms.
SEO and Content Marketing: Complement the campaign with search engine optimization (SEO) and content marketing strategies to capture organic traffic. Creating blog posts, travel guides, and landing pages that align with the campaign’s themes can help drive traffic from search engines to New Zealand Tourism’s website.
Example: VisitScotland effectively integrated its digital campaigns across various platforms, including social media, email marketing, and content marketing, which resulted in increased visitor numbers and engagement.

5. Engage in Seasonal Promotions

Off-Season Discounts: To further incentivize travel during the off-season, New Zealand Tourism can offer special promotions and discounts on flights, accommodations, and activities. These can be promoted through Little Red Book and other channels to attract budget-conscious travelers.
Limited-Time Offers: Creating urgency with limited-time offers and exclusive deals can drive immediate bookings and conversions. These offers can be tied to specific events or holidays to create a sense of occasion.
Example: Tourism New Zealand has previously used similar tactics to promote shoulder seasons, offering deals and packages that highlight the value of visiting during less crowded times.

6. Maximize the Use of Visual Storytelling

High-Quality Visual Content: Invest in professional photography and videography that captures the stunning landscapes and unique experiences New Zealand offers during winter. Visual storytelling is particularly effective on platforms like Little Red Book, where users are drawn to aesthetically pleasing content.
Interactive Content: Incorporating interactive elements such as 360-degree videos, virtual tours, and interactive maps can enhance user engagement and provide a more immersive experience.
Example: Japan’s tourism campaigns often utilize high-quality visual content to showcase the beauty of the country’s landscapes across different seasons, driving interest and engagement.

7. Develop a Localised Marketing Strategy

Cultural Relevance: Tailor content to resonate with Chinese cultural values and travel preferences. Highlight aspects of New Zealand that appeal specifically to Chinese tourists, such as scenic spots, luxury experiences, and cultural exchanges.
Language Localization: Ensure all content is well-translated and culturally adapted to the Chinese market. This includes using colloquial language, understanding local idioms, and avoiding any content that might be culturally insensitive.
Example: The Hawaii Tourism Authority has effectively localised its marketing efforts for the Japanese market, resulting in increased visitor numbers and positive brand perception.

8. Measure and Optimise Campaign Performance

Track Key Metrics: Use analytics tools to track the performance of the campaign in real-time. Metrics such as engagement rates, conversion rates, and return on investment (ROI) should be closely monitored to assess the effectiveness of the campaign.
Adjust Strategies: Based on the data, be prepared to adjust the campaign strategies to improve performance. This could involve tweaking the content, changing the targeting parameters, or reallocating the budget to more effective channels.
Example: The New Zealand government’s “100% Pure New Zealand” campaign has been continuously refined based on performance data, ensuring its ongoing success as a global tourism brand.

9. Leverage Cross-Promotion Opportunities

Partnerships with Airlines and Hotels: Collaborate with airlines and hotel chains to offer bundled packages that include flights, accommodations, and activities. These packages can be promoted through Little Red Book and other channels to provide a comprehensive travel solution for potential visitors.
Promote Local Experiences: Work with local businesses and tour operators to highlight unique experiences that can only be found in New Zealand. These experiences can be featured in the campaign content to give travelers more reasons to visit.
Example: Tourism Australia often partners with Qantas and other local businesses to create attractive travel packages that are promoted through various marketing channels.

10. Future Opportunities for Little Red Book and New Zealand Tourism

Expansion into Other Regions: While this campaign focuses on promoting New Zealand’s winter season to Chinese tourists, there is potential to expand the initiative to target other regions, such as Southeast Asia or North America, where off-season travel is also popular.
Sustainability Messaging: As sustainability becomes an increasingly important consideration for travelers, New Zealand Tourism could incorporate eco-friendly travel options and sustainability messaging into future campaigns. This aligns with global trends and can appeal to environmentally conscious travelers.
Example: Switzerland Tourism has successfully integrated sustainability into its marketing campaigns, promoting eco-friendly travel experiences that appeal to the modern traveler.