To help talk directly and authentically to an audience that is increasingly shunning traditional advertising we created a reality TV series using social influencers demonstrating all the fun and enjoyment you can have in New Zealand. High profile backpackers showcasing our country to other backpackers on Instagram. #BACKPACKAGRAM.

The user-shot episodic content series followed three teams of backpackers travelling throughout New Zealand with daily challenges. In the process creating compelling episodic content that shows backpackers how easy it is to have fun, social adventures in this one country more than anywhere else in the world.

Backpackagram ran from 30th September until 22 November and was delivered exclusively through Instagram and Facebook. Content was created for each stage of the customer journey, launching with DREAM content designed to inspire and activate interest with PLAN stage delivering more specificity allowing for deeper investigation to the activities within the content & BOOK content completing the job driving a stronger call to action to make the dream a reality.

- Booking referrals increasing by 136% from the previous campaign period for Australia Transient Backpackers.

- 13.9k active visits

- Exceed efficiency targets with Cost Per Active Visit (CPAV) of $2.39 (target $4.50)

- Exceed efficiency targets with Cost Per Referral (CPR) at $16.50 (target $22.10)

- Total engagements 161,559.

Tourism New Zealand’s Director of Marketing, Andrew Fraser:

“The social media setting was fundamental to this campaign. We know from our experience and research that backpackers do not connect with traditional tourism marketing vehicles and rely on word of mouth and hearing about the experiences of others on social media. The Backpackagram campaign had the ‘competitors’ film themselves on GoPros to give an authentic first-person approach to sharing their story and this was complemented with footage from a film crew and drone that followed the teams. The combined approach was incredibly well received by the target audience”