Tourism Business Database - Deals for campaigns


newzealand.com and deal performance

Since May 2020, Tourism New Zealand has been driving a significant volume of domestic visitors to newzealand.com via the ‘Do Something New, New Zealand’ campaign platform.

As of mid-April following trans-Tasman Quarantine Free Travel commencing, Tourism New Zealand recommenced full funnel marketing activity in Australia, including featuring deals on newzealand.com.

Tourism New Zealand is inviting operators to support Australian and domestic campaign activity with relevant and appealing deals that are closely aligned to the campaign messaging and audience.

Why should operators take up this opportunity?

  • High quality Referrals for free - From January to June 2021, over 2.5 million users visited newzealand.com, resulting in over 568,000 operator referrals (clicks from newzealand.com to the operator's website). Deals are free to list and reach a high quality, high-intent audience. Interaction with newzealand.com has never been more relevant for reaching Australian and Domestic consumers.
  • Media Exposure in NZ - Any deal/package loaded to newzealand.com by an operator could also be selected by a domestic media partner to feature in above the line activity during the campaign period.


How to load a campaign deal

Go to your Business in Tourism New Zealand’s Tourism Business Database(opens in new window).

Click on Deals in the top navigation and Add a new deal

If you have more than one business you will need to select which business the listing is for and then the product listing it is for. From there, select the market language, deal type and deal details.

Important notes: 

  • Please curate a new deal aligned to the campaign messaging.
  • There are slightly different steps for creating deals in the Tourism Business Database for the current Australia and domestic campaigns. Please read the information below in detail.
  • For more detailed information on uploading deals please review the Tourism Business Database user guides(opens in new window).


Frequently asked questions

To help with loading deals here are some frequently asked questions.

Do I have to feature an offer for the full duration of the campaign?  

No, as with any deal uploaded to newzealand.com, operators decide the offer time-period.  For you to maximise the impact of your campaign deal, we recommend that you upload the deal for the full campaign period. 

 

What type of deal could be most effective? 

Tourism New Zealand has found that visitors to newzealand.com click through to some types of deals more than others. The deals by type are listed in order of best performance below:  

  1. Percentage off 
  2. Price point   
  3. Save amount 
  4. Free 
  5. More for less

 

Will previously uploaded deals show for a campaign? 

No, please submit new and relevant deals to each campaign.  If you have other, non-campaign specific deals they will continue to show in appropriate areas of newzealand.com. If you have submitted a deal for a campaign that is currently live e.g. Family Friendly campaign, these deals will remain until the deal end date. 

 

Which image will show for the campaign deal? 

The first image of your product listing will display on the campaign deal. Please change the first image within your product listing if this image is not relevant to the campaign messaging. 

 

Will the deal feature on Regional Tourism Organisation (RTO) websites via an API Agreement? 

Around half of RTOs have an API Agreement with Tourism New Zealand.  The deal will be fed through to those RTOs and other 3rd party sites, just like business listings and other deals do. However, any campaign deal will appear among other current deals on the RTO sites unless the RTO and 3rd party pick up the new campaign feature. 

 


Campaigns

These are the current & upcoming campaigns that we encourage you to create deals for: 

Domestic - Families Campaign

Off the back of a successful family campaign in March 2021, Tourism New Zealand’s ‘Do Something New, New Zealand’ campaign platform launches a second family campaign this spring. The campaign will provide inspiration, holiday ideas and travel deals that encourage families to plan and book new experiences that can be shared together. The campaign will run 2 August – 17 October across Tourism New Zealand and partner channels.

Tourism New Zealand invites operators to complement campaign activity by uploading a family deal during the campaign period. This deal will be promoted as a travel deal on newzealand.com.

How to load a family deal for the campaign

Go to your Business in the Tourism Business Database (TBD). Click on Manage Business, then Manage product Listing and Add a new deal. Under the specific campaign drop down menu choose ‘Domestic Families – August to October 2021’. 

Criteria for family deals

All deals are reviewed by Tourism New Zealand after they have been submitted. In order for a family deal to be accepted it must be a family-specific offering.

Here are a few examples of what a good family deal could look like:

          • Family pass e.g. 2 adults + 2 kids < 14 years from $XXX
          • % off Family Pass
          • Kids 0-16 go free/stay free/eat free
          • % off family rooms
          • Family rooms from $XXX.
          • % off kid's tickets
          • Family package e.g. Family room + activity from $XXX

Tourism New Zealand domestic audience insights, and previous campaign activity suggest that families are mostly driven by value and convenience, and that families, more so than other domestic audiences, gravitate towards package deals. When building a family deal or package, clearly display inclusions and value-adds.

Why TNZ would decline a submitted family friendly deal?

Here are some reasons why a family deal may be declined. Following these tips will help you submit a valid deal the first time:

          • The deal isn’t a discount off standard family rates
          • The deal is not specific to a family e.g. It’s a couples deal or only for adults
          • The age range of children the deal applies to isn’t defined. (e.g. ‘Kids 4-14 years’ is defined) This is needed due to the wide range of kids age ranges in our industry and so people can compare deals on newzealand.com
          • Due to line character limits in the deal tile e please use the word ‘kids’ instead of ‘children’.
          • There is no weblink to information on the discount
          • More than one family friendly deal is submitted per product Listing

We usually require you to link to a page with more specific information about the deal, if this is not possible and you can only link to a booking page, you will need to ensure a promo/coupon code is pre-loaded on that booking page and/or included in the deal text (e.g. ‘Use Code: FAMILYDEAL’)