It is said that a picture is worth a thousand words. And in the
last year, inspirational images of New Zealand have been bringing
words to life with a record 49,619 downloaded from Tourism New
Zealand's image library.
The increase in usage, up 14,000 year-on-year, has been put down
to the site being easier to use complete with fresh new
images.
In 2011, the brand team undertook a thorough review of the image
library and found most images were dated empty landscapes. This
prompted the initiative to commission images that were in line with
the 100% Pure New Zealand brand and would shift the perception of
New Zealand as a remote destination to one that is fun, accessible
and popular.
The review also found the site was hard to navigate with an
increasing number of media and trade choosing to contact Tourism
New Zealand directly for images. A dedicated project team
worked on updating the site to ensure the library was user friendly
- with improved display, search functions and download
processes.
With the images used to accompany trade collateral and media
articles offshore it is important that the images reflected Tourism
New Zealand core brand messages. The updated image library provides
fresh, on brand, good quality images that are relevant to our key
markets; alongside enhanced usability features - providing a
valuable resource to support the promotion of destination New
Zealand.
New Zealand operators are the largest group to access the images
in 2011/2012, the USA comes a close second for use in editorial
coverage and Australian travel sellers in third place.
You can access the image library here images.newzealand.com.