Dad where are we going?
- Bijan
- Feb 2, 2016
- 2 min read
http://www.tourismnewzealand.com/news/new-zealand-achieves-unprecedented-profile-in-chinese-reality-tv-show/
DAD WHERE ARE WE GOING?
(Chinese: 爸爸去哪儿; pinyin: Bàba qù nǎ'r)
Film and TV is a great form of advertising to present your product or services to the vast Chinese population in a soft unconscious way
The value of all the coverage achieved from this activity is estimated at NZD $169 million
A tourism marketing campaign in China which used social media and celebrity to boost New Zealand’s tourism industry in a country which has almost two third of the population in the world was the final two episodes of season two of a famous TV show, called ‘’Dad ,where are we going?’’
The Chinese reality show were filmed in New Zealand and broadcasted on Hunan Television and viewed by more than 400 million viewer across china. Also season two has around 2017 minutes footages of five celebrity fathers and their kids traveling around New Zealand in the rural places and also on an adventure to enigmatic jurney where they accept challenges,
The TV series has become a huge ratings hit, attracting 75 million viewers per episode to Hunan Television every week.
Moreover as the Tourism New Zealand Chief Executive Kevin Bowler says the magnitude of the potential impact for the New Zealand tourism industry is hard to comprehend.
"This was an unmissable opportunity for us.
"Think of it like having five celebrity figures all in New Zealand at the same time, making a TV show about their travels. That's how popular these Dads are and this show is, in China.
"The value of all the revenue attained from this activity is estimated at NZD $169 million, were we to buy that same level of advertising - more than the entire year's budget for Tourism New Zealand."
Since the episodes exposed a marketing campaign has gone live in China promoting New Zealand as a holiday destination, featuring some of the experiences and regions visited by the celebrities.
For watching the full movie go to the link below the video clip.
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