In papers June 10
New Zealand Tourism ran an eight-page advertisement that uses newspapers both creatively and strategically.
The newspaper advertisement promotes New Zealand’s ‘Te Araroa’ or ‘The Long pathway’ which is one of the world’s longest walking tracks. It spans the length of the two islands and introduces walkers to all facets of New Zealand’s landscape and culture.
Like the extraordinary walkway, the advertisement is as equally impressive, meandering across eight pages, using a combination of long copy and illustration to grab audience’s attention and create an immersive environment.
The editorial complements the advertisement. It covers the walking route, delving into attractions that tourist will see along the way. The symbiotic relationship between the advertisement and the editorial helps achieve cut-through and traction, and helps drive consideration and call to action.
Check out our Creative Benchmarking research into the Travel & Tourism category, which shows how consumers engage with and act on newspaper advertising.
June 2012
