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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 will be recommencing full funnel marketing activity in Australia from 9 May, which includes 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?
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 note: There are slightly different processes for creating deals 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).
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:
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.
Current and upcoming campaigns
Tourism New Zealand’s ‘IGNITE’ campaign platform will encourage Australians to answer the call of New Zealand. The opportunity is to capitalise on current levels of appeal and preference, driving urgency for a New Zealand holiday and inspiring Australians to book now.
The first IGNITE phase of the campaign will run from 6 May – 31 July 2021, across Tourism New Zealand and partner channels. The campaign will be national-wide* , targeting 25 – 65 year olds (Millennials, Gen X & Boomers) who live in QLD, NSW, ACT, VIC, TAS, PER & SA.
We invite you to create a deal for newzealand.com to convert Australians to travel to New Zealand and maximise the contribution of the Australian visitors.
More information on the ‘IGNITE’ campaign platform will be shared in a webinar on the 11th May. Ensure you have signed up to our
* Pending State Border Announcement for Western Australia
Australians are a nation of travellers, that year for exploration and travel to far flung places. Serious travellers, like our audience, know that their yearning for an impactful and meaningful experience can only be satisfied internationally. This campaign will show Australians that New Zealand is a place where they can turn their passions, dreams, and fantasies into lived experiences – a place for them to not just see, but to genuinely feel the embrace of this place they have been longing for. After a long 12-months of being suspended in an interminable state, Australians are now being given the opportunity to fulfil their wanderlust and act on their dream to travel internationally, to New Zealand.
Research has shown that the number one reason for Australians to travel post-COVID 19 will be for holiday (82% of Active Considerers), and the top motivators for a leisure holiday within our audience are:
As part of this campaign, our product strategy is to feature tourism products and deals that Australians can do in New Zealand that will fulfil their wanderlust for travel and tap into these key motivators to convince them to book now.
As a result, Tourism New Zealand’s campaign features bold, highly engaging creative featuring a range of experiences: including fun experiences such as jet boating, relaxing experiences such as enjoying a hot tub and experiences where people can explore new things such as a bike tours through vineyards or stargazing.
Audience insights
For Australian audience insights please visit Australia - Market Overview
How to align a deal to the Australia 'IGNITE' Campaign?
Here are ways to align your deal to the campaign messaging and audience type:
Tips for getting your deal approved and getting the best results.
Domestic Active Recharge campaign
Tourism New Zealand’s ‘Do Something New, New Zealand’ campaign platform introduces New Zealand's first ever Recharge Season, a targeted campaign for Active Recharge that will run from 27 April – 6 June, across Tourism New Zealand and partner channels.
This campaign targets Quality of Life seekers, Empty Nesters and SINKS & DINKS* audiences who are flexible to travel mid-week and generally have more disposable income. Much like the last family friendly, campaign we invite you to create a deal for newzealand.com and partner channels to convert this audience.
After a year of multiple lockdowns and restrictions, research has shown that many New Zealanders, especially this target audience are feeling exhausted, resulting in New Zealanders wanting to relax; 73% want to take more time for themselves in 2021. To relax, New Zealanders are seeking out holidays that involve doing less, the assumption being that doing less is more likely to make you feel relaxed. However, research suggests that creativity and physical activity can recharge you, and that doing less will not.
As a result, the domestic Active Recharge campaign will focus on convincing New Zealanders that doing something 'new' is more recharging than doing the same thing.
The campaign is positioned during shoulder season - a time of year that is not warm enough for the beach, not cold enough for snow, post Easter, between school holidays. The audience we are targeting are typically not restricted to travel during school holidays, can travel mid-week and are assumed to have more disposable income, creating a real opportunity.
As part of this campaign, our product strategy is to feature tourism products and deals that New Zealanders can do in New Zealand to recharge their batteries during this Recharge Season.
We will feature tourism products across four product categories / four ways to recharge:
Audience insights
Domestic audience insight data is available via the Domestic Growth Insight Tool(opens in new window)(DGiT). For audience insights specific to Empty Nesters and SINKS/DINKS click ‘get started’, demographics target ‘no children’ and time of year ‘Autumn (outside of school holidays)’. For additional domestic audience insights please visit New Zealand - Market Overview.(opens in new window)
How to align a deal to the Active Recharge Campaign?
Here are ways to align a deal to the campaign messaging and audience type:
Campaign package deals and combos
The Active Recharge campaign would be a great opportunity for operators to submit package deals and combos for couples or adult groups.
Top tips for creating a package deal or combo
How can I load a package deal into the Tourism Business Database for this campaign?
Packages or combos can be uploaded as a 'deal' by one of the featured operators. This operator must be the same operator who hosts the package on their website for booking. Packages should be affordable and include a cost saving when bundled. Tag ‘Domestic - Active Recharge - 19 April – 6 June’.
Where will the package deals be displayed?
Alongside campaign deals on newzealand.com
An example of a great package below:
As a continuation of Tourism New Zealand’s ‘Do Something New, New Zealand’ platform for the domestic market, we launched a targeted campaign to reach families ahead of the April 2021 School holidays. The aim is to provide inspiration, holiday ideas and travel deals that encourage families to plan and book. The campaign is running 1 March - 30 April across Tourism New Zealand channels.
There is still time to get involved! Tourism New Zealand invited operators to complement our campaign activity by uploading a family friendly deal during the campaign period. This deal are being promoted as a travel deal on newzealand.com.
Audience insights
Domestic audience insight data is available via the Domestic Growth Insight Tool(opens in new window) (DGiT). For family specific audience data, click ‘get started’, demographics target ‘children’ and time of year ‘school holidays (during the year)'. There is family specific audience data available too. For additional domestic audience insights please visit New Zealand - Market Overview.(opens in new window)
How to align a deal to the family friendly campaign?
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:
Why Tourism New Zealand 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:
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 is pre-loaded on that booking page and/or included in that deal text (e.g. ‘Use Code: FAMILYDEAL’).
