More Kiwis feel Rotorua pull

THE FACE: John Paul College student Te Rina West will return to be the face of Rotorua for the next phase of the Famously Rotorua campaign. PHOTO/SUPPLIED

The Famously Rotorua tourism campaign has exceeded early expectations with an increase in domestic visitor stays.

The television promotion featuring John Paul College student Te Rina West launched last September. Spots have aired on primetime television and during All Black test matches screened on Sky Sport. A second phase of the campaign has been shot again starring Te Rina.

"It's been such an amazing opportunity being the face of Rotorua. It's almost surreal really," she said. "I've enjoyed everything about promoting Rotorua, from the early rises to the late finishes ... I feel privileged to show New Zealand all the beautiful and unique aspects Rotorua has to show."

Destination Rotorua Marketing general manager Oscar Nathan said the campaign had reinforced perceptions of Rotorua as a great place to visit as well as live, work and invest in.

"From earlier beginnings that included strategically placed billboards across the greater Auckland metropolitan area 18 months ago, momentum has grown with the integration of the newly responsive rotoruaNZ.com website, quarterly Famously Rotorua magazines and the popular Famously Rotorua television advertisements," he said.

Mr Nathan said the campaign was tracking well and exceeded initial expectations, with domestic visitor stays up 5.8 per cent for the year ending June 2015, supported by significant digital and online growth.

"Prior to the campaign our Rotorua Facebook page had just under 14,000 'likes' which has risen to just over 71,000 this month.

"What's most impressive isn't simply the growth in our fan base, but the level of engagement we're achieving. Essentially this means our popularity isn't just growing, but our fans are engaging, sharing and commenting nearly [three times] more about us than other regions at present." he said.