12 December 2008 - New Zealand is believed to be leading the world in tourism marketing by using visitors to spread the word to friends and family through social networking.

The Prime Minister and Minister of Tourism, John Key, today launched a new Tourism New Zealand marketing concept which uses a mobile recording studio to capture visitors' stories about their time in New Zealand.

International tourists will be invited to record their own short video diary which Tourism New Zealand will then edit and post on social networking sites, all within minutes.

Launching the new mobile studio in Auckland today, Mr Key said the concept was thought to be a world first for a national tourism organisation.

"This initiative is harnessing new technology, and marketing through social networking in a way which will allow people to talk directly and immediately to those at home about their time in New Zealand," Mr Key said.

"This kind of fresh approach needed in the tourism industry to keep it among our highest foreign exchange earners during this difficult economic period worldwide," he added.

The 100% Pure New Zealand 'Have Your Say' studio will visit 40 major tourist sites and towns on its tour over summer, starting in Auckland but touring as far north as Cape Reinga and south to The Catlins.

Mr Key has already recorded his own video message and it can be viewed on http://www.youtube.com/PureNZHaveYourSay. Tourism New Zealand chief executive George Hickton said the organisation was always looking for new ways to reach potential travellers to talk about New Zealand.

"A few years ago, things like YouTube and Facebook were new and probably used mostly by younger travellers. These days, people of all ages are using these networks to communicate and we want to be part of their holiday story," he said. It is anticipated that around 3000 video diary clips will be captured during the 19 weeks on the road

"If every clip is viewed by 10 friends and family back home, and if 3000 clips are filmed that's thirty thousand messages about New Zealand sent to our key markets - a very cost-effective form of marketing.

"It's also very effective as we already know that a word-of-mouth recommendation is among the most important marketing tools we have, particularly in the UK."

The 100 % Pure New Zealand "Have your Say" studio is the second phase of the 'What Do You Say UK?" campaign which was launched in London in September. The campaign uses comments from British tourists in New Zealand as the basis for its television commercial.