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

and to extend marketing reach

Result/measure

Performance

Status

Quantity

Key markets partnership campaign activity

14

Australia

Target:

13 partnered campaigns

24

Achieved

China

Target:

4 partnered campaigns

4

Achieved

USA

Target:

7 partnered campaigns

13

Achieved

UK

Target:

4 partnered campaigns

8

Achieved

Germany

Target:

3 partnered campaigns

4

Achieved

Japan

Target:

2 partnered campaigns

4

Achieved

Emerging markets partnership campaign activity

India

Target:

2 partnered campaigns

6

Achieved

Indonesia

Target:

2 partnered campaigns

4

Achieved

Latin America

Target:

3 partnered campaigns

5

Achieved

Quality

Campaign return on investment (ROI)

15

Australia

Target

5:1

47:1

Achieved

China

Target

5:1

33:1

Achieved

USA

Target

5:1

17:1

Achieved

UK

Target

5:1

26:1

Achieved

Germany

Target

5:1

49:1

Achieved

Japan

Target

5:1

32:1

Achieved

Quality

Value of partnership contributions

16

Target:

$22.0m

$25.4m

Achieved

14

Partnered campaigns link Tourism New Zealand activity with an offer through a partner. Brand campaigns are not directly linked with a partner and

typically drive activity to

newzealand.com

.

15

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.

16

The $25.4m of partnership contributions includes $8.46m 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.

36