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Tourism New Zealand has a substantial knowledge base of its target audiences and for the past year has focused its

campaigns on travellers already actively considering a visit to New Zealand (‘active considerers’), higher value segments,

and special interest sectors within key visitor markets through the integrated 100% Pure New Zealand and ‘every day a

different journey’ campaign, PR and trade activity. Key campaign activities in FY17 included:

▪ Digital marketing — highly targeted and measurable activity

Investing in paid search engine marketing, i.e. purchasing travel search terms utilised by active considerers to

draw them to


Investing in paid online digital display advertising, i.e. purchasing banner and rich media (video) advertisement

space on websites that reach active considerers.

Search engine optimisation; optimising

so that potential visitors are exposed to marketing

channels and content (and New Zealand content more generally) more often when they are researching travel


Promoting New Zealand as a compelling business events destination through campaigns in Australia, China, South

East Asia and North America, plus a global campaign targeting association decision makers.

Specific sector campaign activity targeting special interest activities (walking/hiking, cycling, golf), backpacker and

working holiday visitors, and China mono-destination/Free and Independent Travellers.

Highly targeted premium segment campaign activity.

Using new teams in emerging markets to build promotional activity to grow New Zealand’s profile and desirability as

a destination.

Campaign activity has close alignment with the industry’s shared framework for growth, Tourism 2025, in particular the

themes of:

Productivity for profit through driving demand for shoulder travel periods and regional dispersal.

Growing sustainable air connectivity through joint venture partnership campaigns.

Targeting higher value visitors through our investments in prioritised markets and segments.

Link to Tourism New Zealand strategic priorities

Tourism New Zealand’s campaign and market insights activity is a key vehicle for delivering the brand message

in its off-shore markets and delivers against four of the five strategic priorities:

Grow a portfolio of markets that drives current opportunities and creates future market positions.

Drive preference for New Zealand.

Focus marketing activity on clearly defined higher value visitors.

Partner widely to activate conversion and extend marketing reach.