In May - June 2011, Tourism New Zealand commissioned research in
six markets (Australia, China, Germany, UK, US and Japan) to help
assess which, of a range of special interests, hold the greatest
marketing opportunities.
Our ultimate goal is to turn consideration for New Zealand into
travel. Special interest activities enable us to be even more
targeted with our placement, messaging and product offers. These
results allow for refined targeting within our Active Considerer
population.
The research asked respondents to indicate which of a range of
24 special interests they were personally interested in and whether
they:
- Would consider participating in such an activity while on
holiday overseas
- Would consider specifically planning an overseas holiday for it
and
- Associate New Zealand as being a holiday destination where they
can participate in these interests
For more information on our special interest approach download
the presentation below.