NZTE and Samsung take Asian food and wine buyers on virtual reality tour of New Zealand

Last month, New Zealand Trade & Enterprise took food and wine buyers around Asia on a virtual reality tour of New Zealand vineyards in its first foray in virtual reality marketing in Asia, in partnership with Samsung Electronics Singapore.

“New Zealand is known for its innovation in technology, but also for its extremely high quality food and beverage,” says Lauren Bartlett, Regional Marketing Manager for New Zealand Trade in Asia.

“We wanted to be able to transport our buyers to see where the produce is from, and the partnership with Samsung has allowed us to do exactly that.”

Bartlett says the presentation had some at the presentation in Thailand in tears, as they could not believe the realism of their virtual visit to New Zealand.

 The footage will also be available to consumers in Samsung Experience Stores across Singapore from May 2016. 

“Working with the New Zealand government has given us access to great content that we can bring to our consumers,” says Yvonne Chng, Head, Consumer Marketing, IT & Mobile Business, Samsung Electronics Singapore. “This collaboration is a great example of how we are bringing the endless possibilities of virtual reality to life for consumers and elevating their mobile experience.”

Left: New Zealand High Commissioner to Singapore, H. E Jonathan Austin

NZTE assembled the experience in-house, combining existing footage with new aerial footage shot with drones. 

“We were able to create a magical experience on a shoestring budget,” says Bartlett. “New Zealand has the luxury of being a bit of a start-up country. We like out of the box thinking and testing small scale. Going forward we’re looking to work with creative partners in both New Zealand and Asia to take virtual reality to the next level.”

The ‘tours’ were offered to buyers at Food Hotel Asia 2016, one of the largest food and beverage trade shows in Asia and NZTE plans to extend the experience to buyers across South East Asia, Korea and Japan at its Food Connection events.