FY17 Actual $000s
FY17 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 Off Shore Support costs
Activity One: Deliver key visitor messages through the 100% Pure New Zealand
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. For the past decade Tourism New
Zealand has continued to evolve the 100% Pure New Zealand campaign with global insights and shared learning from
previous work. This approach has been effective in ensuring continued growth in visitor numbers overall and contributing
to the health of the tourism sector as a whole.
In FY17 Tourism New Zealand undertook considerable market research to provide core intelligence and evaluation input
into the development of marketing campaigns, providing insights on growth in visitor numbers and value, and exploring
high value segments.
Key market insight activity included:
Active considerer research — regular surveying of target audiences across key and emerging markets to monitor
brand and campaign performance along with specific market issues.
Analysis of core tourism datasets including international visitor arrivals and the International Visitor Survey for
market trends, intelligence and strategic insight.
Digital analytics — active optimisation ofnewzealand.com
and digital campaign through measurement and analysis
of digital activity around campaigns andnewzealand.com
Joint qualitative research — surveying 6000 New Zealanders and active considerers from Australia, China, the US
and Germany to determine which tracks will be promoted in a full Department of Conservation–Tourism New Zealand
joint campaign due to launch in FY18.
New Zealand and 0ffshore support costs support the delivery of all six activities.
This includes funding from the Government as well as other funds received (for example, partnership contributions)