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Aussies drawn to dramatic landscapes

How do you attract the attention of an Australian holidaymaker thinking of coming to New Zealand? Present them with images of dramatic landscapes and geothermic activity.

Image testing with people in Australia actively considering a holiday in New Zealand has just been completed.

“The top performing images showed off New Zealand’s landscapes with our unique coastlines proving a common element,” says Andrew Fraser, Director of Marketing, Tourism New Zealand.

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New Zealand coastlines rated well with Australians

“We know that it’s really important for potential Australian holidaymakers to see the point of difference that New Zealand can offer, the results of the image testing research reinforces that.”

A range of images from across the country were shown to over 700 people in Australia actively considering a holiday in New Zealand.

The research determines if an image delivers to a number of key attributes including: showing something unique and different, portraying something that our audience care about, and which is relevant to them, as well as ensuring the image is building to the long term brand perception of New Zealand as a holiday destination.

“The research helps us select imagery for our work in Australia that will ultimately give us the best chance of encouraging people to book a holiday to New Zealand.”

“The results are incredibly important in guiding our work and in supporting the industry to attract Australian visitors.”

Auckland Tourism, Events & Economic Development (ATEED) Head of Tourism Jason Hill said  “The insights gathered through the image testing allows us to make informed decisions about what appeals to our target markets to generate a response. This guides which images we use in our promotional activity whether it be out of home or digital.” 

For the first time we also conducted ski image testing with Australian skiers strongly considering visiting New Zealand in the next three years.

Australia is New Zealand's largest international source market for ski and snow sports. Over the past three years around 70K visitors from Australia included ski, snowboarding or snow sports as part of their New Zealand holiday.  

“Results showed that action shots on mountains, with panoramic views featuring the ocean and blue skies had the strongest performance among advanced skiers.”

“Beginner skiers however favoured ski images that showcased a broader ski holiday experience on offer that incorporates socialising and relaxation.

Image testing for the USA, China, Japan, India and Indonesia markets will be completed over the coming months. Images that the research shows work well will be available for use via the Tourism New Zealand visual library.