Social media campaigns target peak season international drivers

A targeted Facebook campaign is underway in the North Island to reach international visitors as they arrive in the country and a campaign using Chinese social media channels is targeting Chinese visitors arriving over the Chinese New Year holiday period.

The Tourism New Zealand North Island campaign complements the work of the #NewZealand Transport Agency (NZTA) whose road safety campaign is focused in the south island. The campaign is using billboards, posters, digital advertising and social media to spread road safety messages.

The China campaign encourages all Chinese visitors to think carefully before, and while, driving in New Zealand. The messaging says that driving in New Zealand is different from driving in China, it can be challenging and there can be tragic consequences if mistakes are made.

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Drive Safe Campaign launched in New Zealand

TOURISM New Zealand will again work with major agencies this summer to inform international visitors about the challenges of #driving in #NewZealand. 

A major road safety campaign to help visitors understand and prepare for driving in New Zealand is now underway. Launching the new campaign, Associate Transport Minister Craig Foss said: “Summer is on its way and so are many international visitors. New Zealand roads can be challenging, particularly in and around some of our most popular tourist spots.”

The new road safety campaign focuses on the Visiting Drivers Project areas of Otago, Southland and the West Coast, and uses billboards, posters, digital advertising and social media to spread road safety messages.

The messages emphasise that New Zealand’s roads are different from what overseas drivers are used to. The campaign encourages them to adjust their driving when necessary.

The messages are:

• NZ roads can be narrow, winding and steep. Allow extra time.
• Journeys may take longer than you think. Allow extra time.
• Save overtaking for long, clear, straight roads.
• Taking photos? Pull over somewhere safe.
• Remember to keep left.

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Picture Credit: ednl flickr.com/photos/31392863@N04/30037445274 Driving away from a sunset fire  via photopin