FY16 Actual $000s
FY16 Budget $000s
Appropriation One: Marketing of New Zealand as a visitor destination
Activity One: Deliver key visitor messages through the
100% Pure New Zealand campaign activity
Activity Two: Deliver key visitor messages through third
parties such as media, opinion leaders and broadcast
Activity Three: Partner with travel industry to convert
interest in New Zealand into travel and to extend
Activity Four: Inform and inspire global travel sellers to
assist them to market New Zealand
Activity Five: Deliver inspiring and informative
information to potential visitors
Activity Six: Communicate and engage with New
Zealand’s tourism industry to align industry investment
with Tourism New Zealand areas of focus
New Zealand and Offshore Support costs
Activity One: Deliver key visitor messages through the 100% Pure New Zealand campaign
New Zealand’s 100% Pure New Zealand campaign is held in high regard and consistent messaging of this proposition has
made it one of the most recognised and respected destination campaigns globally.
Tourism New Zealand continues to drive improvements in balancing the localisation of work with global insights and
shared learning from previous work. A key focus during FY16 was to promote travel in the shoulder seasons through
Tourism New Zealand's campaign work and the impact of this change in focus has begun to shape the timing of demand,
which resulted in growing off-peak travel periods faster than the growth achieved in peak/summer months.
Tourism New Zealand’s target audiences are those who are already actively considering a visit to New Zealand. As
Tourism New Zealand’s understanding of active considerer markets has increased (a result of in-market experience and
investment in market research), it has become possible to more accurately target activity towards higher value segments
and special interest sectors within key visitor markets.
Tourism New Zealand activity focuses on reaching active considerers primarily via the use of advanced digital marketing
tools. Digital marketing allows more accurate audience selection and minimises media wastage. During FY16, activity
has focused on high value segments and delivering a programme of fully integrated campaign, PR and trade activity to
maximise the effectiveness of delivery. Key campaign activities included:
‘100% Pure New Zealand and every day a different journey’; FY16 has seen ambassadors like James Cameron, Megan
Gale and Sidharth Malhotra promote activities in New Zealand.
Through the delivery of storytelling Tourism New Zealand has captured attention with campaigns like The Kombi
Diaries, a series of five short films following a couple's trip around New Zealand; and ‘Every day a different trail with
Megan Gale’ to promote shoulder travel.
New Zealand and 0ffshore support costs supplement the delivery of all six activities.