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To help gauge the impact marketing spend is having on the level of preference active considerers have for New Zealand

over other competing destinations, Tourism New Zealand undertakes regular campaign tracking within key and emerging

markets and for certain special interest categories.

A summary of preference results for FY15 is provided in the tables below:

Proportion of active considerers in key markets who consider

NZ their first or second preferred destination

Market

FY15 actual

FY15 target

FY14 actual

Australia

58%

59%

58%

China

83%

81%

80%

USA

63%

63%

60%

UK

71%

68%

67%

Germany

70%

64%

63%

Japan

65%

59%

58%

Preference for New Zealand grew significantly across all of Tourism New Zealand’s key markets except for Australia which

was stable. Record highs were achieved in several markets with targets for the year exceeded in all markets except

Australia. This strong performance was reflected in the positive visitor arrivals results from these markets.

Proportion of active considerers in emerging markets who consider NZ their first or second

preferred destination

Market

FY15 actual

FY15 target

FY14 actual

India

72% Apr FY15

62%

66%

Indonesia

83% May FY15

31%

n/a

Latin America (Brazil)

47% Feb FY15

34%

n/a

The Indian market exceeded target, with performance enhanced by an integrated Cricket World Cup campaign featuring

Stephen Fleming. This was a new measure for FY15 for Indonesia and Latin America, with both exceeding target.

Digital channels remain important to driving preference for New Zealand as a destination

Digital channels including

newzealand.com

, digital brand campaigns and social media platforms all play a key role in

driving preference for New Zealand amongst active considerers. Tourism New Zealand monitors the levels of connection

with target audiences through a range of measures focused on engagement and interaction with active considerers.

Tourism New Zealand’s online channels continued to perform strongly in FY15, building on the previous year’s strong

performance. Most targets were exceeded at both a global and local market level. Continued strong preference for New

Zealand in priority markets has supported the effective acquisition of traffic to

newzealand.com

, both paid (search engine

marketing, on-line display advertising, etc.) and organic (natural or algorithm driven results).

Result/measure

FY15 actual

FY15 target

FY14 actual

Average number of total

visits to

newzealand.com

per month

2,035,194

1,700,000

1,448,210

Average monthly ‘active

visits’ to

newzealand.com

2

839,792

754,000

623,292

2

Active visits: A visit where the visitor interacts with the site’s content or functionality.

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