As part of the wider winter ski campaign, TNZ's International Media Programme (IMP) brought eight select print, online and broadcast media to New Zealand to experience the winter season - resulting in a combined 17 pieces of coverage.
New Zealand snow tourism was promoted in key publications such as Escape (1.4 million unique views), Fox in Flats (20,000 unique views), Kidspot (1.48 million unique views),The Sun Herald (1.2 million unique views) and Time Out (circulation of 20,000). An additional five results are still to appear in the 2013 season.
Although the New Zealand season has just wrapped up, work to promote the 2013 winter season is already underway and key learning's from the past season will help to shape Tourism New Zealand's approach.
"Australians represent the largest international market on the New Zealand slopes, attracted by the long season and the true alpine environment. As a result, our annual ski IMP activity is an important part of the work that we undertake each year to convert interest in a New Zealand ski holiday into a booking," says Tim Burgess, General Manager Australia.
"This year's IMP activity was successful in raising awareness by generating some great coverage in targeted media. It also identified areas where we can modify our approach to really drive cut-through which we are building into our plans for 2013."
This work will include a significant push to secure coverage in online publications and through social media channels where there is a greater opportunity to generate conversations and encourage an immediate call to action.
TNZ will continue to leverage the online and social assets of all print and broadcast media that visit under IMP to maximise reach of key messages to targeted audiences.
"This season saw increase in competition from markets such as Australia, Japan and Canada for the Australian ski travellers. In 2013 TNZ will look to pursue in-market opportunities that will create buzz and continue to drive preference for New Zealand as a winter holiday destination.
"One of the options we are considering is expanding the 2013 winter PR campaign to engage with travellers based in Western Australia, following a successful joint venture campaign we ran earlier this year with Air New Zealand to increase our presence in one of Australia's fastest growing economic regions," says Tim.
Read more about Tourism New Zealand's work in the Australian market.