How to Leverage Campaigns in your Market
Through our advertising
Tourism New Zealand advertises our 100% Pure New Zealand campaign in paid media in a number of offshore markets. To find out more about when the 100% Pure New Zealand campaign will be running in your market see our What’s Happening section.
What’s in it for you?
By understanding when our campaign will be profiled you will be able to align your own marketing and promotional activity to the same timing. This increases the profile of New Zealand in your markets and assists in raising consumer awareness, and their desire to visit and book their trip. To discuss further marketing opportunities that might exist around our advertising please contact your local Tourism New Zealand office.
Using the Internet
The internet plays a key role in the 100% Pure New Zealand campaign and our consumer website was launched in 1999 with the new campaign. www.newzealand.com aims to be an important part of any potential visitor’s travel decision-making and planning. It provides authoritative factual and motivational information for visitors to New Zealand. The site is available in English, Japanese, traditional Chinese, Korean and German.
The website lists more than 7,000 accommodation, transport, activities and visitor attractions. Special features on current events and activities are continually updated, as well 40 driving routes combining New Zealand highlights and activities, and a full listing of all i-SITE visitor information centres. The site is increasingly being used to support campaigns and events and currently attracts an average of 3.7 million page impressions a month.
What’s in it for you?
If you are a travel seller of New Zealand then you may be able to register to list your business on www.newzealand.com. The listing for your business will be promoted to consumers from your region when they are searching for a travel seller. To register your business or find out more about registering your business visit our registration website.
Select partners in some markets are also able to list Travel Deals on www.newzealand.com. To find out if this opportunity is open to you contact your local Tourism New Zealand office.
By getting involved in our Events
We also participate in and run a number of our own trade events in our markets. These focus on either training or product development. Our major in-market trade event is known as Kiwi Link. Kiwi Link runs every 18-24 months in Japan, India, Asia, North America and the United Kingdom.
TRENZ is New Zealand’s iconic travel trade event, held every year in New Zealand. Travel trade from our offshore markets are invited by Tourism New Zealand and Tourism Industry Association to attend this event. With over 40 appointments over 4 days travel trade have the opportunity to learn about the breadth and depth of quality New Zealand tourism products.
Tourism New Zealand also acts as a marketing partner in key selected New Zealand based events to increase the destination coverage of New Zealand during the event, as well as attracting visitors for the event itself. These partnerships are selected by aligning with events that have an international appeal that supports the way we position New Zealand as a destination and that add value to the 100% Pure campaign.
What’s in it for you?
Subscribe to our Events RSS feed and keep to date with the trade and consumer events that we are participating in or running in your market. By doing this you can see which events may provide opportunities for you to attend to learn more about New Zealand or to participate with us.
See the What's Happening section for events near you.
Developing your Product knowledge
Tourism New Zealand undertakes a large amount of in-depth research to understand what motivates our target market to visit New Zealand, what activities they undertake when they get here and what experiences provide the most satisfaction. Much of this information is broken down by market.
We also publish a range of articles to introduce you to new experiences that may be of interest to your customers. You can subscribe to our Newsletter to ensure you have the most up to date product information to help you keep developing your New Zealand packages.
What’s in it for you?
With our research we can provide you with excellent guidance and advice on what product you should be profiling in your market to attract customers to a New Zealand holiday. Whether you are looking to develop new itineraries, promote new regions or special interest activities we can provide you with plenty of information to assist you. Contact your local Tourism New Zealand office if you require product development assistance.
Participating in Trade Training
Trade training provides travel sellers with the knowledge and skills to convert customer interest into purchase decisions.
Training is coordinated by Tourism New Zealand staff based offshore and includes training seminars and product education, often with the support of:
- New Zealand tourism operators or Regional Tourism Organisations;
- familiarisation trips to New Zealand;
- public relations activities aimed at travel trade audiences and;
- servicing of direct travel trade enquiries.
A number of trade training tools have been developed to assist travel trade in selling New Zealand. These include training modules and live online training webinars.
What’s in it for you?
Whether you are aiming to upskill your own knowledge or that of your staff, familiarise yourself with our trade training tools. You can also complete our online trade training modules and progress through these at your own pace.
If you would like Tourism New Zealand to undertake inhouse training at your business contact your local Tourism New Zealand office.
Trade Shows
Tourism New Zealand attends a number of travel shows in key markets around the world on a regular basis, in tandem with the industry and organises roadshows to some of our emerging markets.
Look out for us under the New Zealand 100% Pure You banner. We attend several of these every year that help to promote destination New Zealand. To find trade shows near you, see our Events section.
What’s in it for you?
Chance to obtain destination information, itinerary planning skills and product updates from an impartial, non-commercial source. To find training events near you, see our Events section.
International Media Programme
Getting more broadcast media coverage is a key focus of the International Media Programme, with specific emphasis on profiling events held in New Zealand. Tourism New Zealand hosts journalists from print, television and online media in New Zealand each year from many of our markets to increase the profile of our events and destination.
What’s in it for you?
Subscribe to our news feed to keep up to date with what media activity is occurring in your market so you can tell your clients about it or use this for your own knowledge development. You can find out more information on the work of the International Media Programme at www.media.newzealand.com.
Partnership Marketing
Partnership marketing offers travel sellers an opportunity to market their product under the New Zealand 100% Pure You campaign umbrella - especially with direct incentives that link back to our campaign message. You can find more information on our campaign on our Campaign Activity page.
