Tourism New Zealand (TNZ) has teamed up with two of Brazil's largest online travel agents, Decolar and Trip Advisor, to launch its first online partnership campaign for the Brazilian market.
Decolar is currently the most viewed travel website in Brazil and Trip Advisor is in the top five. Running from March to June, the campaign aims to increase awareness of New Zealand as a holiday destination on these top travel websites, and in turn drive traffic to newzealand.com.
Online banners on Decolar will direct traffic to the Brazilian edition of newzealand.com, while the online banners on Trip Advisor will also direct traffic to New Zealand destination pages. Trip Advisor's New Zealand content page has also been customised to look similar to TNZ's pages on newzealand.com.
"Online travel agencies have shown growth in all markets, particularly in North America, and this trend is just starting to show in Brazil," says Gregg Anderson, General Manager - Americas and Europe.
"Although many internet users in Brazil are still wary about booking travel online, typically booking travel through a traditional travel agent, they are spending more time researching travel online, with 88 per cent accessing the internet at least once a day. Brazilian travel sales made via computer and mobile are estimated to have reached $6.5 billion in 2013 ‒ which is a 20 per cent increase over 2012 ‒ and are predicted to climb to 8.72 billion in 2014."
Brazil represents a sizeable market for New Zealand, with strong economic growth, a large population and a potential audience of 6.3 million Brazilian holiday travellers who would consider New Zealand as a holiday destination.
Compared to other long haul travellers in Brazil, those considering a holiday in New Zealand are typically older and wealthier. Regardless of age, travel parties tend to be predominantly couples or families.
Gregg says that although New Zealand is considered a top destination for a number of key attributes, it is not perceived as being significantly different from other countries, such as Australia, by Brazilian holiday travellers.
"We need to draw attention to the aspects that differentiate New Zealand from any other country, such as our unique experiences, landscapes and scenery, and how easily accessible all of these attractions are."
Latin America, which includes Brazil, Chile, Argentina and Mexico, is one of three 'emerging markets' forecast to provide enormous opportunity for New Zealand in the longer-term. Tourism New Zealand is committed to investing early to both build demand and accelerate the development of quality visitor arrivals from these markets, which also include India and Indonesia.
TNZ opened its first Latin American office in Sao Paulo, Brazil, in December 2013, which was quickly followed with four key appointments: Karem Basulto, Country Manager; Amalina Andrade, Trade Executive; Bruna Haddad, Public Relations Executive; and Terena Tamai, Marketing Communications Manager.
You can read more about our marketing activity in Latin America here.