Issue: Summer is a busy time for Waitomo Glowworm Caves, however it is often overlooked as a destination for the domestic market, with Kiwis viewing it as a ‘once in a lifetime’ experience or preferring to head to the beach over the summer.
Idea: Mango developed and implemented a PR campaign to remind families about the Waitomo region and why it’s a perfect destination to visit more than once. Over the summer months, Mango carried out a series of famils and giveaway placements with local news media, family media and major metropolitan weekend newspapers.
Impact: The famil programme was a huge success. Extensive media coverage was achieved through giveaways and feature articles in major newspapers such as Sunday Star‐Times, as well as regional newspapers and radio stations from around the Waitomo region, reaching an estimated 500,000 New Zealanders.