Tourism New Zealand is ramping up the marketing of Aotearoa in the lead up to borders reopening to international travellers on July 31.
Getting travellers to choose New Zealand as their travel destination will be an incredibly hard job, says Tourism New Zealand communications manager Candice Johanson, but the marketing body is prepared for the challenge.
“The return of visitors is expected to take time to build as people get used to travelling again,” says Candice.
“We’ve increased our engagement with the travel trade which will be vital for stimulating demand from long-haul markets like the United States.
“To stimulate demand and encourage Australians to book a New Zealand holiday, we launched a fresh version of our ‘Stop Dreaming and Go’ campaign last month.
“The campaign is performing well and is generating strong results, including 18 million video views and more than 50,000 visits to www.newzealand.com”
Candice says Tourism New Zealand’s new global campaign will launch in time to support the Fiscal Year 2023 summer, which is New Zealand’s biggest visitation opportunity.
The marketing body is taking a targeted approach.
“We work to influence who chooses to visit New Zealand and what they choose to do when they get here. We have evolved how we reach our domestic and international audiences to improve our understanding of visitor behaviours, so that our activity reaches people in key markets who share values and attributes to positively contribute to New Zealand.
“The high-quality visitor is determined by the type of visitor, their scope of activities, travel across seasons and regions, environmental consciousness and engagement with our local culture and communities – it’s important not to confuse this with luxury visitors.
“In our marketing work we take a targeted approach to reaching consumers in key international and the domestic markets to get the best value and return on our investment.”
