A raft of activity has been kicked off in the United
Kingdom and Germany to target visitors from the traditional western
and long haul markets.
General Manager Western Markets Long Haul, Gregg Anderson, says;
"Our traditional markets continue to present significant
opportunities. With a combined total of almost 294,000 UK and
German visitors last year we know that engagement within these
markets is high.
"Both of our new campaigns see us build on activity that
delivered strong results in 2011 - allowing us to further leverage
the strong engagement levels they generated."
Launched in January in the UK, How would a trip to 100% Pure New
Zealand make you feel? uses five emotive variations to engage with
travellers - Romance and Luxury, Adventure, Inspiration,
Refreshment & Nature.
Gregg says, "this follows a similar creative approach to
activity that delivered 36,871 visits to newzealand.com and 4,633
referrals in September - November from the UK. We know that this
approach is successful and will help us maximize the reach of this
new campaign in this market."
Running across a prime booking period, the activity leverages
the revitalized interest in New Zealand following the Rugby World
Cup with strong creative positioning and competitive air fares
through campaign partner Air New Zealand. Using banner ads online,
the five emotive variations will rotate three different travel deal
packages, which will be monitored throughout the campaign to see
which deal captures the most attention for future activity.
In Germany, the new campaign will use imagery and activity
generated during comedian Bernard Hoëcker's ten day 'guided tour'
around New Zealand as voted on by his German You Tube, Facebook and
Twitter followers. This will work to build on the engagement
results achieved since Hoëcker's visit to New Zealand last year,
which has so far delivered 309,850 visits to newzealand.com, over
31,000 referrals and over 7,000 likes on Facebook.
The campaign will use three creative executions, all featuring
images of Hoëcker from his holiday, and will promote three travel
offers provided through campaign partner Air New Zealand.
Similar to the UK campaign these offers will be monitored during
the campaign with the view to optimizing against the highest
performing offer.
For more information check out the campaigns on newzeland.com