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Activity 2: Deliver key messages through third parties such as media, opinion leaders and

broadcast production

Result/measure

Performance

Status

Quantity

International media hosted from key Tourism New Zealand markets

Total media hosted

Target:

220 media visits

Target:

250 media outlets

261

451

Achieved

Achieved

Media from emerging markets

Target:

30 media visits

Target:

35 media outlets

42

84

Achieved

Achieved

Media from premium sector

Target:

25 media outlets

53

Achieved

Hosted media visits that feature a cultural element

Target:

(at least) 50%

59%

Achieved

Quality

Equivalent advertising value (EAV) of print, online and broadcast in Tourism New Zealand markets

15

Total EAV all markets.

Target:

$90.0m

$157.2m

Achieved

EAV premium sector international media programme

Target:

$2.5m

$4.7m

Achieved

Activity 3: Partner with the travel industry to convert interest in New Zealand into

travel and to extend marketing reach

Joint venture activity

Joint venture partnerships play an essential role within Tourism New Zealand’s activities. They provide an opportunity

to deliver Tourism New Zealand marketing activity co-ordinated with products that potential visitors can buy, thereby

activating opportunities for conversion. Partnerships extend Tourism New Zealand’s marketing reach through attracting

additional funding by way of cash and in-kind support as well as assisting tourism industry partners by allowing them to

leverage off Tourism New Zealand’s 100% Pure New Zealand campaign, thereby increasing their effectiveness in market.

Partnerships in FY15 included high impact campaigns in Australia, promoting New Zealand through significant television

broadcast productions, and visiting media and trade programmes.

Key activities included:

Partnered campaigns; partnering with public and private organisations to deliver campaigns that enabled Tourism

New Zealand to pair advertising with a travel conversion partner’s offer.

Partnership activity with Regional Tourism Organisations

Partnerships with Regional Tourism Organisations (RTOs), predominantly in Australia for campaign work, remain

important, focusing on building regional stories (e.g. North Island touring, and ski holidays) and delivering conversion

activity to maximise visitor value outcomes for New Zealand.

Joint venture and partnership activity aligns with the Tourism 2025 strategy, in particular the themes of:

Targeting for value through our partnership campaigns that drive conversion of higher value visitors across our

markets and sectors.

15

Equivalent advertising value (EAV) results are not always available for all activity; so results will underestimate the actual value.

30