Activity 2: Deliver key messages through third parties such as media, opinion leaders and
International media hosted from key Tourism New Zealand markets
Total media hosted
220 media visits
250 media outlets
Media from emerging markets
30 media visits
35 media outlets
Media from premium sector
25 media outlets
Hosted media visits that feature a cultural element
(at least) 50%
Equivalent advertising value (EAV) of print, online and broadcast in Tourism New Zealand markets
Total EAV all markets.
EAV premium sector international media programme
Activity 3: Partner with the travel industry to convert interest in New Zealand into
travel and to extend marketing reach
Joint venture activity
Joint venture partnerships play an essential role within Tourism New Zealand’s activities. They provide an opportunity
to deliver Tourism New Zealand marketing activity co-ordinated with products that potential visitors can buy, thereby
activating opportunities for conversion. Partnerships extend Tourism New Zealand’s marketing reach through attracting
additional funding by way of cash and in-kind support as well as assisting tourism industry partners by allowing them to
leverage off Tourism New Zealand’s 100% Pure New Zealand campaign, thereby increasing their effectiveness in market.
Partnerships in FY15 included high impact campaigns in Australia, promoting New Zealand through significant television
broadcast productions, and visiting media and trade programmes.
Key activities included:
Partnered campaigns; partnering with public and private organisations to deliver campaigns that enabled Tourism
New Zealand to pair advertising with a travel conversion partner’s offer.
Partnership activity with Regional Tourism Organisations
Partnerships with Regional Tourism Organisations (RTOs), predominantly in Australia for campaign work, remain
important, focusing on building regional stories (e.g. North Island touring, and ski holidays) and delivering conversion
activity to maximise visitor value outcomes for New Zealand.
Joint venture and partnership activity aligns with the Tourism 2025 strategy, in particular the themes of:
Targeting for value through our partnership campaigns that drive conversion of higher value visitors across our
markets and sectors.
Equivalent advertising value (EAV) results are not always available for all activity; so results will underestimate the actual value.