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Episode Info: Subscribe to The Destinationists on Apple Podcasts, Spotify, Stitcher or Google PodcastsIn this episode we speak to Brodie Reid, Director of Marketing at Tourism New Zealand, about the innovative Good Morning World brand campaign that showcases a new video everyday featuring New Zealanders describing their favourite part of the country and inviting travellers to come visit.In a wide-ranging conversation, Brodie says the campaign is the latest iteration of the 20-year old 100% Pure New Zealand brand and that, this time around, the real challenge was in differentiating the ‘people and place’ of New Zealand from other country’s similar approaches to marketing the destination with their locals. Brodie points out that one of the main ways they have created this differentiation is by hero-ing the distinctive Māori culture and the Māori concepts of manaakitanga, tiaki and whānau (pronounced ‘far-no’).“Māori culture is beautiful for us, it really forms a core part of what makes up our brand story in New Zealand and differentiates us on the world stage. [For example,] manaakitanga is all about welcoming people, making sure our visitors feel looked after…. those kind of unexpected encounters that you might not get from other destinations,” says Brodie.However, the real challenge of Good Morning World is in producing a new video every day for 366 days - albeit a short, social-first video - in an unscripted style. Each day, a different New Zealander invites the world to visit their part of the country, telling them what to expect and what not to miss in places as diverse as Milford Sound, The Franz Josef Glacier, Wellington, Taupō, the Coromandel Peninsula and more.Brodie says the key to the success of their approach was in ditching the traditional, cumbersome production model for a more agile, media publisher-like approach to creating content. “We created small, nimble crews that went out around New Zealand and we had to be really trusting of those teams,” Brodie says.When asked by Lauren if she thinks this more “publisher or media company approach” to content production might flow through to Tourism New Zealand’s other marketing activities, Brodie says “I honestly think it has to… that is the way the world is going and we’ve been seeing that for a few years now. For us, it’s a case of [adapting] to this new style of content production, to find new ways to make more content, bespoke content and content that jumps on top of topical events.”In this episode’s Trend Monitor, Lauren and Andrés take a look at the list of 2020 travel trends from Condé Nast Traveller and highlight some of the most important ones for travel marketers to consider. For example, Lauren says vegan hotels are leveraging a genuine trend and it’s worth keeping an eye on these because “veganism has been associated with deprivation… but the idea now is that you don’t actually need to sacrifice luxury.” Likewise, Andrés says flight shami...
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