Trade partnership incentive delivers results

The chance to win one of six Kindle e-readers and retail shopping vouchers has proven to be a great incentive for UK based travel seller DialAFlight - with the latest campaign exceeding results achieved during the same period in 2011.

Run over six weeks as part of Tourism New Zealand's on-going partnership work with DialAFlight, the activity to incentivise DialAFlight agents was made possible with the support of a number of New Zealand operators active in the UK market.

"DialAFlight is one of our key trade partners in the UK, sending around 7,000 visitors to New Zealand each year," says Danielle Genty-Nott, Tourism New Zealand's Regional Manager UK and Europe.

"The key focus of this activity was to increase pre-purchase spend focusing on value based travellers, in turn increasing spend per person to New Zealand as well as maintaining total stay days - and it was great to see that it was so successful."

The campaign saw pre-purchased accommodation increase by over 20 per cent and pre-purchased land tours, excursions and transfers up over 45 per cent by those visiting New Zealand.

The activity also worked to leverage the enthusiasm of the DialAFlight agents to promote New Zealand following their attendance at TRENZ for the first time earlier this year.

Online banner and price alerts drove traffic to DialAFlight's website, with additional promotion in a wedding feature in the Daily Telegraph and a strong social media programme which was followed by over 48,000 clients through Facebook and Twitter. The site saw over 3,000 visits over the course of the campaign helping to drive conversion.

The site also features a video interview with TNZ Regional Manager Danielle Genty-Nott discussing the range of experiences and activities, recommended travel routes and must see regions in New Zealand.

The campaign was run with the support of THL, Millennium Hotels, SKYCITY Hotels, Interislander, Real Journeys, Kirra Holidays (coach). Each Kindle cover was discreetly branded with each of the operators logos alongside Tourism New Zealand's - providing a reminder to the winning travel agents of key operators and NZ product.

For more information on the UK market see our market activity pages.