Based in Los Angeles, Best of New Zealand Fly Fishing (BONZFF) sell customized high-end adventure travel programs to New Zealand with a focus on Fly Fishing. Most itineraries include sightseeing and other nature-based activities such as golf, winery tours, bird watching, trekking, and sea kayaking. Each trip is fully tailored to the client’s wishes.
BONZFF publishes an annual 48-page magazine which is distributed to past, current, and prospective clients. The magazine contains company information, stories, testimonials, photos and advice on traveling through New Zealand. In early 2014, it was decided to produce a digital version only. In addition, a three-month online campaign was launched to promote the magazine, and to get people excited about traveling to New Zealand for a high-end adventure vacation in an exotic location. The campaign had a dedicated landing page which was monitored and signups were collected. Overall the campaign was a resounding success with bookings up 70% over the previous year.