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Activity Two: 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:

197 media visits

Target:

271 media outlets

218

550

Achieved

Achieved

Media from emerging markets

Target:

37 media visits

Target:

56 media outlets

43

167

Achieved

Achieved

Media from premium sector

Target:

28 media visits

25

Not Achieved

12

Hosted media visits that feature a cultural element

Target:

(at least) 50%

66%

Achieved

Quality

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

13

Content EAV (Tier 1 & 2 plus emerging markets)

Target:

$47.7m

$97.7m

Achieved

Total EAV all markets.

Target:

$90.65m

$210.3m

Achieved

EAV premium sector international media programme

Target:

$2.7m

$4.2m

Achieved

12

Target not achieved due to a small number of niche media targeting ultra-high-net-worth individuals, efforts were redirected to increase

media outlet visits, resulting in overachievement of Equivalent advertising value (EAV) premium target.

13

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

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