Tēnā koe Chelsea,
I am responding to your Ocial Information Act request of September 1 asking for:
•  Names and non-sensitive information compiled about the inuencers paid to visit NZ for the
Pure New Zealand campaign this year

•  All information relating to the selection process, including internal emails & messages

•  Any information that discusses the rationale and drivers behind the campaign

•  Any discussion of the risks of sending inuencers around New Zealand in the midst of a cost of
living crisis / the current scal environment

•  All information relating to the costs and budget of the campaign, including the breakdown of
how much was set aside for procurement of inuencers

•  All information relating to the measures for success for the campaign and how the agency will
evaluate it after completion

•  Any discussion of Treaty implications of the campaign

Background
Tourism New Zealand is the government agency responsible for marketing New Zealand as an
international visitor destination.  The agency creates demand for New Zealand by building awareness of
the ‘100% Pure New Zealand’ brand in our key markets. We partner with the travel trade, airlines and
international media to generate coverage and sell the activities and experiences New Zealand has to
oer.
Tourism New Zealand’s objective over the next four years is to build the export value of international
tourism with a particular focus on the o-peak months from March to October. To do this, Tourism New
Zealand uses multiple marketing channels to build desire for New Zealand as a year-round destination.
Tourism New Zealand’s job is to grow preference and desire for New Zealand, capitalising on our brand
equity that has built up over time. To do this, we use a range of campaigns and channels including
social media platforms and partnering with inuencers when this is relevant and valuable.
Campaign objectives
The Stargrazing campaign is a major part of Tourism New Zealand’s activity aimed at growing o-peak
visitation.
The concept is based on Tourism New Zealand’s consumer research that shows New Zealand’s dark sky
oering is increasingly important to 70% of potential visitors who would travel here in the o-peak
seasons (March – November). The research also found that food is the number one topic of interest for
85% of potential travellers from our top markets. Tourism New Zealand worked with the Special PR

agency to develop the campaign concept and the pop-up restaurant Pou-o-Kai. We also worked in
partnership with ChristchurchNZ and mana whenua Te Ngāi Tūāhuriri to bring the event to life.
While we understand the current cost of living conditions, Tourism New Zealand’s core purpose is to
market New Zealand internationally to promote what New Zealand has to oer and encourage people
to book a holiday. This campaign has achieved wide-ranging global coverage worth an equivalent
advertising value of $32 million to date. This activation has put our starry skies and New Zealand
cuisine high up on the radar of potential visitors and this is coverage we cannot buy.
TNZ was conscious of ensuring Stargrazing delivered a demonstrable return on investment across the
multiple phases of the campaign.
Who attended
50 media, tastemakers and social media advocates from TNZ’s key markets were invited to New
Zealand to experience our cuisine and winter experiences.
43 of the international attendees travelled throughout New Zealand to experience our local culture,
winter tourism experiences and our world-class cuisine while they were here. A list of participants is
included with this letter. In total across all the trips, 21 regions in New Zealand were visited and 240
food and beverage experiences, tourism operators, transport companies and accommodation
providers were engaged.
How we selected participants
Tourism New Zealand works with key inuencers who are carefully selected to form part of our
marketing and advertising campaigns.
We work with an agency to determine which key inuencers have the most potential to inuence our
target audience. This involves assessing the social prole, reach and engagement, and market
suitability to represent the New Zealand brand. Key inuencers must have a genuine desire to partner
with Tourism New Zealand to deliver the best outcomes as genuine storytellers.
Key inuencer partnership obligations vary but may include capturing still images and moving footage
for use in public relations marketing campaigns, social media and tourism trade promotions, as well as
media interviews and event attendance.
For this campaign, the public relations teams in our key international markets identied key media and
inuencers with a passion for food and wine and the ability to reach a wide audience and create
relevant content for those core markets.
A copy of the ‘Stargrazing Media Opportunity Form’ outlining the criteria Tourism New Zealand used to
assess potential participants is attached.
Costs
As of 13 September 2024, the investment across the multiple phases of the campaign was $1.495m, this
was fully funded by Tourism New Zealand. It is not expected to materially increase as nal costs are
recorded.

This cost includes:
•  $865,000 for campaign and event production, campaign content production including trade
training assets and digital and online content, agency fees, ambassador fees and travel.
•  $630,000 for guest travel to New Zealand for the Stargrazing event, post-event hosted travel,
and talent fees.
We are not providing a further cost breakdown under section 9(2)(b)(i ) as contracts with suppliers and
third parties are commercially sensitive.
Evaluation
The Stargrazing video content has earned over 4.9 million impressions, reached almost 2.7 million
people, and generated over 4.4 million video views with 69k engagements.
Over 200 pieces of content have been published since the launch of the campaign from the attendees
and international media outlets across all our key markets, including 9Travel (Australia), Berlin Morning
Post (Germany), Evening Standard (UK) and Commercial Times (Taiwan).
TNZ produced a comprehensive suite of trade training resources focused on growing o-peak visitation
for travel agents, and campaign content on TNZ’s social media and newzealand.com which potential
travellers use to plan their trips.
Treaty implications
There were no discussions on ‘Treaty implications’. TNZ consulted with Ngāi Tūāhuriri (hapū of Ngāi
Tahu and mana whenua in the area where the Stargrazing event was held) in relation to the event and
how they would like to be involved and contribute. This included regular online hui and in-person hui
and follow-up calls and communications as required.

You have the right to seek an investigation and review by the Ombudsman of this decision. Information
about how to make a complaint is available at www.ombudsman.parliament.nz or freephone 0800
802 602.
Ngā mihi,

René de Monchy
Chief Executive

Uââuw| ÇyÉâà
Attendee list
Media Opportunity form

Stargrazing media / content creator attendees
STATUS
NAME
MARKET
TYPE
Confirmed
1 Ashley Day
USA
Food & Wine Magazine
Media
Confirmed
2 Zoya Biglary
USA
@zoyaroya
Content Creator
Confirmed
3 Alix Traeger
USA
Alix Traeger
Content Creator
Confirmed
4 Clement Leung
Canada
Ramen Guy Media
Content Creator
Confirmed
5 Yue Chen (Tabitha) Tao
Canada
Ramen Guy Media
Content Creator
Confirmed
6 Takeshi Hosaka
Japan
Takeda BBQ
Content Creator
Confirmed
7 Masashi Takeda
Japan
Takeda BBQ
Content Creator
Confirmed
8 Ting Yu Kuo
Taiwan
Chien-Chien
Content Creator
Confirmed
9 Chien Shu Hung
Taiwan
Chien-Chien
Content Creator
Confirmed
10 Ing Jen Wu
Taiwan
Chien-Chien
Content Creator
Confirmed
11 Yi-Fan (Alex) Liao
Taiwan
Chien-Chien
Content Creator
Confirmed
12 Menhao Li
China
Wayne QQ
Content Creator
Confirmed
13 Xue Yi Wei
China
Wayne QQ
Content Creator
Confirmed
14 Aakash Malhotra
India
Wander With Sky
Content Creator
Confirmed
15 Aparajitra Misra
India
Deeza Labs Pvt Ltd
Content Creator
Confirmed
16 Aneesh Bhasin
India
Foxtrot Beverages Pvt Ltd
Content Creator
Confirmed
17 Saransh Goila
India
Saransh Goila
Content Creator
Confirmed
18 Gyunseong Park
Korea
GYUN_S
Content Creator
Confirmed
19 Juyeon Park
Korea
Julip
Content Creator
Confirmed
20 Phil ipa (Pippa) Perriam
UK
Eatinburgh
Content Creator
Confirmed
21 Camilla (Mil ie) Stephenson
UK
Wholesome Mils
Content Creator
Confirmed
22 Sharon Lindores
Canada
National Post
Media
Confirmed
23 Patrick Aron
Germany
Voyagefox
Content Creator
Confirmed
24 Nathalie Aron
Germany
Voyagefox
Content Creator
Confirmed
25 Jeryl Tan
Singapore
Cobalt Studio & Co. Pte Ltd.
Content Creator
Confirmed
26 Darshen Kunaseheran
Singapore
AGNT Pte Ltd
Content Creator
Confirmed
27 Julie Shaoyin Tan
Singapore
1 Wolf Entertainment Pte Ltd
Content Creator
Confirmed
28 Zhen Yi Sheena Tan
Singapore
AGNT Pte Ltd
Content Creator
Confirmed
29 Wei Siew Peh
Singapore
AGNT PTE LTD
Content Creator

Confirmed
30 Qi Yuwu
Singapore
AGNT PTE LTD
Content Creator
Confirmed
31 Dan Quy Le
Singapore
Travel and Leisure Asia
Media
Confirmed
32 Hu Zhang
China
CCTV
Media
Confirmed
33 Tianming Liu
China
CCTV
Media
Confirmed
34 Shuo Wang
China
CCTV
Media
Confirmed
35 Stephanie Hua
Australia
delicious.com.au
Media
Confirmed
36 Jonathan Yap
Australia
Secondz
Content Creator
Confirmed
37 Wil iam Diasnes
Australia
Secondz
Content Creator
Confirmed
38 Jemima Lester
Australia
Secondz
Content Creator
Confirmed
39 Taf Chiwanza
Australia
Secondz
Content Creator
Confirmed
40 Sean Donnel y
Australia
Secondz
Content Creator
Confirmed
41 Sofia Levin
Australia
Sofia levin
Content Creator
Confirmed
42 Jessica Nguyen
Australia
Jessica Nguyen
Content Creator

Stargrazing - Media Opportunity Form

MEDIA OPPORTUNITY DETAILS
Market *

Name of publication/TV program/Media*

Description of publication/programme*

Circulation/or* UVPM/Viewership/Relevant

social platforms
Social influencer score

Coverage Expected (e.g. number of pages,

episodes/length, social posts*
Estimate of Equivalent Advertising Value (EAV)

in NZD*

Any additional success measures?

Estimated time of publication*

FAMIL DETAILS
Type of famil

Participants (Name and job title)*

Kete link of participant's information forms*

* Online participant's information form (URL link)
1

Arrival & Departure info *

Key interests*

Areas not of interest

Do you wish to request any interviews?

Type of ENZ support required*

If you selected "others", what support do you

require? *

BUDGETS
BUDGET ASSIGNED (NZD)

Note: Excluding international flights
BUDGET CODE:

RETURN ON INVESTMENT (ROI*)

2

Document Outline