Value of estimated market advertising value for Stephen Colbert

LJ Holden made this Official Information request to New Zealand Tourism Board

The request was successful.

From: LJ Holden

Dear New Zealand Tourism Board,

I request under the Official Information Act 1982 the estimated market advertising value (EAV), and any other economic analysis of Stephen Colbert's New Zealand trip.

Yours faithfully,

Lewis Holden

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From: Candice Johanson
New Zealand Tourism Board

Hi Lewis

Please find a response to your information request below, we have provided this to a number of requestors recently.

Stephen Colbert was in New Zealand for six days from 11-16 October filming for his late-night talk show, The Late Show with Stephen Colbert. The show is the most popular late-night TV show in the US with an average of three million viewers per episode. It also airs in Canada, Australia, Japan, New Zealand and Asia.

We worked closely with the show’s writers to incorporate tourism messaging that we knew would appeal to the show’s predominantly US audience. This allowed us to add significant value to how New Zealand will be showcased as a visitor destination.

CBS funded the majority of the production while Tourism New Zealand covered the accommodation, some tourism experiences and food and beverages for the 16 crew from CBS, including Stephen Colbert. Tourism New Zealand’s estimated investment was $104.5k with a significant return on investment of $5 million in estimated advertising value expected.

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If you have any questions or would like anything clarified, please let me know.

Kind regards

Candice Johanson

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