To help gauge the impact marketing spend is having on the level of preference active considerers have for New Zealand
over other competing destinations, Tourism New Zealand undertakes regular campaign tracking within key and emerging
markets and for certain special interest categories.
A summary of preference results for FY15 is provided in the tables below:
Proportion of active considerers in key markets who consider
NZ their first or second preferred destination
Preference for New Zealand grew significantly across all of Tourism New Zealand’s key markets except for Australia which
was stable. Record highs were achieved in several markets with targets for the year exceeded in all markets except
Australia. This strong performance was reflected in the positive visitor arrivals results from these markets.
Proportion of active considerers in emerging markets who consider NZ their first or second
72% Apr FY15
83% May FY15
Latin America (Brazil)
47% Feb FY15
The Indian market exceeded target, with performance enhanced by an integrated Cricket World Cup campaign featuring
Stephen Fleming. This was a new measure for FY15 for Indonesia and Latin America, with both exceeding target.
Digital channels remain important to driving preference for New Zealand as a destination
Digital channels includingnewzealand.com
, digital brand campaigns and social media platforms all play a key role in
driving preference for New Zealand amongst active considerers. Tourism New Zealand monitors the levels of connection
with target audiences through a range of measures focused on engagement and interaction with active considerers.
Tourism New Zealand’s online channels continued to perform strongly in FY15, building on the previous year’s strong
performance. Most targets were exceeded at both a global and local market level. Continued strong preference for New
Zealand in priority markets has supported the effective acquisition of traffic tonewzealand.com
, both paid (search engine
marketing, on-line display advertising, etc.) and organic (natural or algorithm driven results).
Average number of total
Average monthly ‘active
Active visits: A visit where the visitor interacts with the site’s content or functionality.