Content Strategy

Tourism New Zealand have been incredibly successful at managing their brand on a global scale. However, to ensure they keep delivering message consistency tied to the brand at an individual country level, they asked us to develop a content strategy framework. It needed to be simple enough that could be easily explained across three pages.

We worked with Tourism New Zealand to define their customer journeys, delivering a number of content pillars and examples that were relevant to each specific customer journey stage. We then developed various implementation samples in relation to their broader campaign activities, to ensure that our solution was robust enough to cater for any individual market and campaign. This ensured that each strand of activity was playing its role in a cohesive manner, and constantly driving the audience forward to commitment.

Finally, the three-page briefing was created and rolled out globally to ensure best practice continued.