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Working with the aviation sector activity aligns with the Tourism 2025 framework, in particular the theme of:

Growing sustainable air connectivity through memorandums of understanding with Air New Zealand and other

airlines, cooperation with airports and with connection to other parts of government and Ministers. Delivering fully

integrated joint venture campaigns allows flexible timing of activity to build non-peak travel to assist with airline load

factors with the long term aim of building sustainable airline connections to New Zealand.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s joint venture and aviation activity is primarily aimed at achieving partnerships

to activate conversion and extend marketing reach.

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

and extend reach

Measure

Target

Performance

Status

Key markets partnership campaign activity

19

Australia

16

35

Achieved

China

6

8

Achieved

USA

3

7

Achieved

UK

6

9

Achieved

Germany

6

7

Achieved

Japan

2

3

Achieved

Emerging markets partnership campaign activity

India

3

8

Achieved

Indonesia

2

4

Achieved

Latin America

2

5

Achieved

Campaign return on investment (ROI)

20

Australia

5:1

133:1

Achieved

China

5:1

42:1

Achieved

USA

5:1

20:1

Achieved

UK

5:1

64:1

Achieved

Germany

5:1

38:1

Achieved

Japan

5:1

39:1

Achieved

Value of partnership contributions

21

Total — all markets

$22.0m

$27.9m

Achieved

Return on investment was notably better than target. This is due to sequential activity with each campaign building on

the success of the previous therefore becoming more efficent at reaching our target audience. In addition, increased

airline competition resulted in lower fares and higher sales volumes for our partners, contributing to an improved ROI.

19

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

typically drive activity to

newzealand.com

20

ROI is calculated by: (passengers booked) x (average visitor spend in NZ for market)/campaign spend. 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.

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The $27.9m of partnership contributions includes $9.0m of non-financial contributions from partners. These are non-cash contributions 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 content in partner’s e-mail newsletters or websites. The equivalent dollar value of these

contributions is estimated by Tourism New Zealand and RTO staff based on market knowledge, external sources such as websites, published pricelists

and communications with the partners themselves.

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