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

extend marketing reach

Result/measure

Performance

Status

Latin America

Target:

2 partnered campaigns

2

Achieved

MOUs in place with airlines and travel sellers

Target:

7 airlines, 3 travel retailers, 3 incentive houses

4 airlines, 3 travel retailers,

15 incentive houses

Achieved

17

Quality

Campaign return on investment. (ROI)

18

Australia

Target

5:1

12:1

Achieved

China

Target

5:1

39:1

Achieved

USA

Target

5:1

24:1

Achieved

UK

Target

5:1

14:1

Achieved

Germany

Target

5:1

6:1

Achieved

Japan

Target

5:1

70:1

Achieved

Quality

Partnership funds committed to coordinated marketing

activity

Target:

$1:$1

$1 : $1

Achieved

Value of partnership contributions

Target:

$21.0m

$23.2m

Achieved

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17

Tourism New Zealand secured three fewer MOUs with airlines than forecast and achieved twelve more MOUs with incentive houses.

18

ROI is calculated by: (passengers booked) x (average visitor spend in NZ for market)/campaign spend. This generates a ratio that shows for every

dollar we spent we generated ‘x’ amount of visitor value. Note: ROI relates to campaign spend only and is not intended to represent a ROI for overall

Tourism New Zealand activity. It also does not attempt to calculate substitution or to estimate the level of incremental value.

19

The $23.2m of partnership contributions includes $5.4m of non-financial contributions from partners. These are contributions of a non-cash nature

made by partners to joint activity with Tourism New Zealand such as discounted airfares, accommodation and activity admission fees for a trade or

media familiarisation and inclusion of Tourism New Zealand provided content in partner distributed e-mail newsletters and on partner websites. The

equivalent dollar value of these contributions is estimated by Tourism New Zealand and Regional Tourism Organisation staff using their experience

and knowledge of the market, often with reference to external sources such as websites, pricelists published and communications with the partners

themselves.

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