Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
In September and October 2024, I Love New York (ILNY) launched a campaign to position New York State as a must-visit destination for New Zealand travellers. Although New York City is widely recognised, the campaign aimed to highlight the state’s diverse regions, such as Long Island, the Hudson Valley, and the Finger Lakes.
Through a partnership with Coast FM, a leading New Zealand radio station, the initiative sought to inspire travel interest, drive bookings, and foster engagement. The strategy included competition-based activities, a famil trip, and extensive media collaboration to achieve these goals.
Action
The campaign unfolded in two phases. The first phase focused on a co-branded competition that ran from 2nd to 29th September 2024. The promotion was extensively advertised through live radio reads, radio advertisements, press, social media, digital platforms, and Out of Home (OOH) advertising. Coast FM’s radio hosts used customised talking points to showcase New York State’s 11 travel regions, sparking interest among listeners. This phase also featured interviews with TPA partners and two radio appearances by Vice President/Executive Director of Tourism, Ross Levi, generating significant media value.
In October, the second phase of the campaign commenced with a famil trip. Coast FM’s breakfast show hosts and two competition winners travelled through New York State, visiting destinations such as Long Island, the Hudson Valley, and Niagara Falls. The famil included seven live broadcasts from various locations, supported by over 35 social media posts on Coast FM and iHeart Radio platforms. The hosts further amplified the campaign’s reach through 25 organic social media posts, ensuring authentic engagement with their followers.
A key component of the campaign was the tactical conversion strategy, which introduced a bespoke New York State travel package mirroring the famil itinerary. Developed in partnership with Travel USA NZ, the package was promoted through targeted radio advertisements and complemented by paid prommercials and additional promotional content during the live broadcasts.
Results
The campaign achieved outstanding results generating 249,041 entries. This represented a 22% increase in entries compared to a similar campaign in 2023. On average, listeners heard the promotion 19.1 times, indicating a high campaign frequency.
The overall media value across both phases amounted to $1.78m NZD, with an exceptional ROI of 119:1. The Travel USA NZ package has so far led to direct bookings and enquiries. Flight Centre New Zealand reported a significant year-on-year increase in New York State room nights booked during October 2024, with the campaign having a significant impact beyond its primary audience. Traffic to ILNY.com also saw 61% YOY growth in New Zealand.
Our innovative campaign effectively showcased the diversity of New York State, engaging New Zealand audiences through compelling storytelling, strategic partnerships, and targeted promotions.
