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Link to Tourism New Zealand’s strategic priorities

Tourism New Zealand’s campaign and market insights activity is a key vehicle for delivering the brand message in

its off-shore markets and delivers against four of the five strategic priorities from the three year marketing strategy:

Grow a portfolio of markets that drives current opportunities and creates future market positions.

Driving preference for New Zealand.

Focusing marketing activity on clearly defined higher value visitors.

Partnering widely to activate conversion and extend marketing reach.

Activity 1: Deliver key visitor messages through

the 100% New Zealand campaign activity

Performance

Status

Quantity

Brand campaign activity delivered - key markets

Australia

Target:

4 brand campaigns, SEM always on

4 brand campaigns, SEM

always on

Achieved

China

Target:

2 brand campaigns, SEM always on

1 brand campaign, SEM not

always on

Not achieved

10

USA

Target:

4 brand campaigns, SEM always on

6 brand campaigns, SEM

always on

Achieved

UK

Target:

2 brand campaigns, SEM always on

6 brand campaigns, SEM

always on

Achieved

Germany

Target:

2 brand campaigns, SEM always on

5 brand campaigns, SEM

always on

Achieved

Japan

Target:

2 brand campaigns, SEM always on

4 brand campaigns, SEM

always on

Achieved

Business events campaign activity

Target:

5 brand campaigns

7 brand campaigns

Achieved

Brand campaign activity delivered - emerging markets

India

Target:

1 brand campaign, SEM always on

2 brand campaigns, SEM

not always on

Not achieved

11

Indonesia

Target:

1 brand campaign, SEM always on

2 brand campaigns, SEM

not always on

Not achieved

12

Latin America

Target:

1 brand campaign, SEM always on

5 brand campaigns, SEM

always on

Achieved

10

One large campaign was run in the first half of the year to capitalise on the opportunities provided by ‘Dad, Where Are We Going?’, rather than two

smaller campaigns as per the original plan. An unplanned hosting opportunity in June with a key opinion leader, Huang Lei, meant that Tourism New

Zealand reapportioned funds from paid SEM activity to pay for the costs of hosting Huang Lei in New Zealand. SEM was inactive for one month.

11

Search always on for India didn’t start until September 2014 as Tourism New Zealand needed to overhaul the search account structure to follow the

global direction as the previous account structure wasn’t optimised or aligned to Tourism New Zealand’s global setting.

12

Search always on for Indonesia didn’t start until September 2014 as Tourism New Zealand needed to overhaul the search account structure to follow

the global direction as the previous account structure wasn’t optimised or aligned to Tourism New Zealand’s global setting.

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