The research was conducted with 450 Indians and 502 Indonesians between the ages of 25-54 who are actively considering a holiday in New Zealand.
Tourism New Zealand’s Regional Manager for South and South East Asia, Steven Dixon says image testing is important because it helps to understand what motivates an audience.
“Images that capture attention and resonate with the audience generate a strong brand representation in their mind that’s likely to influence behaviour.”
“By finding out what type of imagery appeals most to our target audiences across our markets we are able to tailor campaign content to give us the best chance of encouraging people to book a holiday to New Zealand.”
The respondents in each market were asked to indicate which images appealed to them most.
The highest performing images in India included a combination of relaxation and adventure activities that showcased New Zealand’s stunning landscapes, such as hot pools, glaciers, kayaking and dining experiences.
In Indonesia images that incorporated slow-paced activities and New Zealand’s majestic landscapes like cityscapes and dining experiences proved the most popular.
“We are seeing strong growth in holiday arrivals from India and Indonesia, with increases of 18.8 and 15.2 per cent respectively in the past year alone.”
“The results of this image testing are incredibly important in guiding our work and supporting the industry with theirs in order to maintain this growth,” says Steven.
Image testing has also been carried out for the USA, China, Japan, Germany & UK markets recently. To access the latest top rating images for each visitor market, visit the ‘Top Picks’ section of Tourism New Zealand visual library.