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Activity 1: Deliver key visitor messages through

the 100% New Zealand campaign activity

Performance

Status

Cost effectiveness

Cost per engagement from display

13

Australia

Target:

$2.00-$2.50

$1.37

Achieved

China

Target:

$1.20-$1.80

$0.12

Achieved

USA

Target:

$1.20-$1.80

$0.09

Achieved

UK

Target:

$1.50-$2.20

$0.32

Achieved

Germany

Target:

$1.50-$2.20

$0.21

Achieved

Japan

Target:

$2.50 - $3.00

$0.85

Achieved

Cost per acquisition from search

14

Australia:

Target:

$1.50-$2.00

$2.03

Not achieved

China:

Target:

$0.50-$1.00

$0.62

Achieved

USA:

Target:

$2.00-$2.50

$2.01

Achieved

UK

Target:

$1.00-$1.50

$1.26

Achieved

Germany

Target:

$1.00-$1.50

$1.33

Achieved

Japan

Target:

$2.50-$3.00

$1.25

Achieved

13

Engagement: when an action is taken on an ad i.e. a click, a play of a TV commercial; some form of an interaction.

14

Acquisition: refers to someone who has been drawn to

newzealand.com

as a result of seeing and acting on advertising/search initiatives delivered by

Tourism New Zealand.

28