Previous Page  36 / 84 Next Page
Information
Show Menu
Previous Page 36 / 84 Next Page
Page Background

Activity One: Deliver key visitor messages through

the 100% New Zealand campaign activity

Measure

Target - Search Engine

Marketing (SEM)

Performance

Status

Brand campaign activity delivered — key markets

Australia

4 brand campaigns,

SEM always on

6 brand campaigns,

SEM always on

Achieved

China

2 brand campaigns,

SEM always on

2 brand campaigns,

SEM always on

Achieved

USA

2 brand campaigns,

SEM always on

2 brand campaigns,

SEM always on

Achieved

UK

2 brand campaigns,

SEM always on

7 brand campaigns,

SEM always on

Achieved

Germany

2 brand campaigns,

SEM always on

7 brand campaigns,

SEM always on

Achieved

Japan

2 brand campaigns,

SEM always on

2 brand campaigns,

SEM always on

Achieved

Business events

4 brand campaigns,

SEM always on

4 brand campaigns,

SEM always on

Achieved

Brand campaign activity delivered — emerging markets

India

2 brand campaigns,

SEM always on

2 brand campaigns,

SEM always on

Achieved

Indonesia

2 brand campaigns,

SEM always on

2 brand campaigns,

SEM always on

Achieved

Latin America

2 brand campaigns,

SEM always on

5 brand campaigns,

SEM always on

Achieved

Cost per engagement

12

from display

13

Australia

$0.50 - $1.50

$0.17

Achieved

China

$0.50 - $1.50

$0.38

Achieved

USA

$0.50 - $1.50

$0.10

Achieved

UK

$0.50 - $1.50

$0.04

Achieved

Germany

$0.50 - $1.50

$0.04

Achieved

Japan

$0.50 - $1.50

$0.07

Achieved

Cost per acquisition from search

14

Australia

$2.50-$3.00

$1.58

Achieved

China

$1.50-$2.00

$0.94

Achieved

USA

$3.00-$3.50

$3.07

Achieved

UK

$2.00-$2.50

$1.49

Achieved

Germany

$2.00-$2.50

$1.19

Achieved

Japan

$3.50-$4.00

$1.67

Achieved

Awareness of 100% Pure New Zealand logo as measured by International Visitor Survey

Awareness of 100%

Pure New Zealand logo as

measured by International

Visitor Survey

at least 65%

65%

Achieved

12

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

13

Cost per engagement was better than expected due to advances in targeting. Better targeting provides better results.

14

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