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Activity One: Deliver key visitor messages through

the 100% New Zealand campaign activity

Result/measure

Performance

Status

Cost effectiveness

Cost per engagement from display

10

Australia

Target:

$2.00-$2.50

$0.99

Achieved

China

Target:

$1.20-$1.80

$0.48

Achieved

USA

Target:

$1.20-$1.80

$0.04

Achieved

UK

Target:

$1.50-$2.20

$0.06

Achieved

Germany

Target:

$1.50-$2.20

$0.08

Achieved

Japan

Target:

$2.50 – $3.00

$0.28

Achieved

Cost per acquisition from search

11

Australia:

Target:

$2.50-$3.00

$0.62

Achieved

China:

Target:

$1.50-$2.00

$0.78

Achieved

USA:

Target:

$3.00-$3.50

$2.43

Achieved

UK

Target:

$2.00-$2.50

$1.99

Achieved

Germany

Target:

$2.00-$2.50

$1.32

Achieved

Japan

Target:

$3.50-$4.00

$1.66

Achieved

10

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

11

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.

32