Tourism New Zealand has just launched a new online marketing
campaign in Japan, which aims to convert interest in New Zealand
into bookings as the market picks up.
The campaign will raise the profile of Tourism New Zealand's consumer travel website
and target groups of consumers most likely to be interested in a
New Zealand holiday.
Ten new themed features have been added to the Japanese-language
website highlighting ski/snowboard, world heritage, food and wine,
hiking, cycling, golf and luxury holiday experiences. These are
supported by around 70 special deals from operators and Japanese
Tourism New Zealand Regional Manager Japan Jason Hill says the 10
themes were chosen for their popularity among Japanese
"Our research shows these types of holidays appeal to the Japanese
but are not well known in relation to New Zealand."
He says the campaign is using Search Engine Marketing (SEM) to
ensure New Zealand is visible when Japanese consumers search for
holiday ideas relating to these themes.
"Buying keywords in search engines such as Yahoo! and Google
ensures consumers find us when they search for "ski" or "NZ ski"
online. Through our paid search work Tourism New Zealand's website
will appear in the paid sponsors section at the top of the search
results page, attracting the interest of those planning their next
ski holiday," says Jason Hill.
"SEM allows a very targeted and cost effective approach to
delivering quality information of interest to our target audience
(Japanese consumers already considering New Zealand) leading them
down a path to purchase."
Running over the next year, the campaign will build on signs of a
recovery in Japanese visitor arrivals, after numbers last year were
negatively impacted by Influenza A (H1N1) Swine Flu and the
economic downturn. Japan's economy is growing more strongly than
expected and consumer sentiment is on the up.
Japanese arrivals are up 6 per cent for the calendar year to date
(five months to end of May 2010), with early feedback from agents
suggesting the 2010/11 summer should be better than last
Joint promotional activity with industry partners (JTB, Hankyu and
Air New Zealand) will also run in leading Japanese newspaper Asahi
for three weeks from the end of June.
The campaign is set to reach around 18 million readers in the
Tokyo area, primarily within New Zealand's core target market of
50+ group travellers, and will promote travel over the spring
"The Japanese love flowers and gardening so we are using this sort
of imagery to attract them in what's traditionally a quieter time
for travel to New Zealand," says Jason Hill.
He says the 50+ target audience are still high consumers of
newspaper media. A newspaper promotion in
Asahi in February successfully generated an additional
600 bookings through partners and with Air New Zealand during the
four week period, creating an additional incremental spend of
around NZD2.8 million.
Japan is New Zealand's fifth largest visitor market, with 80,687
arrivals in the year ending May 2010.