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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 FY16 is provided in the tables below:

Proportion of active considerers in key markets who consider New Zealand their first or

second preferred destination

Market

FY16 actual

FY16 target

FY15 actual

Australia

62%

59%

58%

China

86%

86%

83%

USA

61%

68%

63%

UK

75%

65%

71%

Germany

69%

71%

70%

Japan

67%

62%

65%

Preference for New Zealand grew significantly across nearly all of Tourism New Zealand’s key markets except for the

USA and Germany where levels remained stable. Record highs were achieved in Australia, China and the UK with other

markets remaining flat. This strong performance is reflected in the positive visitor arrivals results from these markets.

Proportion of active considerers in emerging markets who consider New Zealand their first or

second preferred destination

Market

FY16 actual

FY16 target

FY15 actual

India

76%

67%

72%

Indonesia

79%

69%

83%

Latin America (Brazil)

67%

50%

47%

All emerging markets exceeded targets with performance enhanced by new travel routes to Latin America and Tourism

New Zealand’s choice of Bollywood star, Sidharth Malhotra as tourism ambassador.

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 important

roles 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 FY16, 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, online display advertising etc.) and organic (natural or algorithm-driven results).

Result/measure

FY16 actual

FY16 target

FY15 actual

Average number of total

visits to

newzealand.com

per month

2,778,757

1,700,000

2,035,194

Average monthly ‘active

visits’ to

newzealand.com

1,142,645

793,000

839,792

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