Mustoes unveils New Zealand Tourism Board mailout

The New Zealand Tourism Board is targeting 100,000 potential travellers in a direct mail blitz over Christmas and the new year, a key period for people planning long-haul destination holidays.

The New Zealand Tourism Board is targeting 100,000 potential

travellers in a direct mail blitz over Christmas and the new year, a key

period for people planning long-haul destination holidays.



The two-pronged attack has been created by Mustoe Merriman Herring Levy

and is the agency’s last work for the client before it completes the

handover of the account to Saatchi & Saatchi. Both phases of the

campaign involve mail-outs containing a booklet and questionnaire.



The pre-Christmas push is aimed at couples whose children have grown up

and left home. The booklet, which was created by John Merriman, Kevin

Little and Alison Brain, with typography by Tim Lewis at Unreal, is

written in the style of a 50-year-old woman’s travel diary and recounts

her experiences in New Zealand.



The second phase of the campaign, targeting a younger audience of 18- to

30-year-olds, will go out in January.



The questionnaires ask simple questions about people’s interest in and

experience of holidaying in New Zealand.



The board is using registered names of people who have expressed a

desire in the past three years to go to New Zealand.



Saatchi & Saatchi won the global account for the New Zealand Tourism

Board after a three-way pitch against M&C Saatchi, Abbott Mead Vickers

BBDO and DDB Needham. Mustoe Merriman had held the UK business since

January 1996.



The direct mail campaign had been planned before the pitch.