Kia Ora Welcome to the ChristchurchNZ Tourism Business Partner Function
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Kia Ora Welcome to the ChristchurchNZ Tourism Business Partner Function
September 2020 ExploreCHC Campaign Update
Regional Collaboration
Hurunui
Kaikoura
Christchurch
Christchurch Banks
Peninsula
West Coast
Mid
Mackenzie
Canterbury
Campaign At A Glance
Campaign Timings 9 Destinations Profiled 9 Content Themes across
Phase 1 – 1 July – 17 Aug - Christchurch City 18 itineraries
Phase 2 – 7 Sep– 18 Oct - Akaroa - We want a family holiday
- Selwyn - We want a romantic break
Target Markets - Timaru - We want to see a revitalised
city (2- and 3-day options)
- Primary – Auckland, followed by Wellington, Hamilton - Mackenzie
and Tauranga - We want an adventure
- Mid Canterbury
- Secondary – Greater Christchurch - We want to experience
- West Coast something unique
Target Audiences
- Hurunui - We want to see amazing
- DINKs scenery
- Kaikoura
- Young Families - We want the perfect Kiwi road
23 videos + 150 photos & 100+ artworks trip
- Adventure Seekers
- Mackenzie, Mid Canterbury & Chch - We want to chill and relax
- Silver Surfers
- Hurunui, Kaikoura & Chch - We want the best food and
drink
$250k Media Amplification - West Coast & Chch
- Media spend across traditional media and House of - Christchurch & Akaroa
Travel partnership
- Broadcast TV, Billboards, Online
CNZ Winter Promotion
Explore Winter in Christchurch & Canterbury
• Social promotion of our Winter Guide including Winter Deals
• Reaching 158k users across NZ with propensity to visit
• Retargeting website visitors
• Lookalike Audiences based on TNZ & Engagement data
• #ExploreCHC user generated content
Sponsored Content
CNZ MANAGED TOP LINE RESULTS
ORGANIC SOCIAL
123,379 18,225 641
Impressions Engagement Link Clicks
PAID SOCIAL
2,342,629 418,867 13,226
Impressions Engagement Link Clicks
WEBSITE
EXPLORECHC – 4 Hero Stories
FRIENDS WEST COAST – CHCH FAMILY IN AKAROA + CHCH COUPLE IN HURUNUI, FAMILY IN MACKENZIE,
KAIKOURA + CHCH MID CANTB, + CHCH
Watch video Watch video
Watch video Watch videoExploreCHC Conversion
Activity Dates – Tentatively 14 September to 14 October
Travel packages to be created across our 9
themes:
Significant media presence
• We want a family holiday
• Total rate card value in excess of $120,000 • We want a romantic break
• We want to see a revitalised city (2-
• Estimated reach in excess of 2 million
and 3-day options)
• We want an adventure
• We want to experience something
Multi-channel approach unique
• Print ads across Waikato Times, NZ Herald, Dominion Post and Otago • We want to see amazing scenery
Daily Times • We want the perfect Kiwi road trip
• We want to chill and relax
• Digital advertising across Stuff and NZME • We want the best food and drink
• eDMs across full HOT database
• Exposure at HOT.co.nz including dedicated campaign page
• Digital screens in HOT storesOur commitment
New Zealand is enriched through the contribution of tourism
Economy Nature Culture Society
The tourism economy thrives Tourism restores, maintains The tourism story and People in and part of tourism
and grows adding incremental and nourishes the environment experience preserves and communities thrive through jobs,
value to the New Zealand for the intergenerational benefit enhances our values, culture shared knowledge and physical
economy and its assets of New Zealand and heritage; the make up of & mental wellbeing
our identityThe outcomes of our work Increased spend per Increased jobs Greater tax Stronger recovery Greater pride visitor and per day revenues
Supporting you Tourism Advisory Service •Over 800 operators supported with free advice •Just expanded to include digital capability - workshops and one-on-one programmes with digital experts Qualmark •Free membership until Sept 2021
Domestic Strategy
Encourage Kiwis to be
Change mindsets and
Get Kiwis to more experimental and
behaviour by adding
participate in the venturesome in their
“New” to a
tourism economy approach to
New Zealand holiday
New Zealand holidaysDomestic activity results Since launch 22 May
• 3m+ people reached through TV, outdoor and online placements
• 11m+ video completions across premium video sites such as
TVNZ, Mediaworks, Stuff and NZME
• 28m+ impressions and 116k clicks
• 70k visits to newzealand.com per week
12.4% referral rate (↑ 10%)
44% increase in visits
74% increase in referrals from NZ based consumersRegional visitation growth Winter school holidays 2019 vs 2020
Coromandel
Northland +24% Rotorua
+26% Auckland +22%
+6% Waikato Whakatāne-Kawerau
+19% Taupō +28% Bay of Plenty
+29% Ruapehu +25% Gisborne +25%
Hawke’s Bay
+28% Taranaki
+31% +23% Rangitikei
Whanganui +21% Tararua
+23% +27% Wairarapa
Manawatu +12% +38%
Horowhenua Wellington +11%
Nelson Tasman Kaikōura +56%
+15%
+32% Canterbury
Marlborough +44% +23% Timaru
West Coast +51% +33% Waimate
Mackenzie +43% +40% Waitake
Wānaka +38% +30% Dunedin
Central Otago
+16% Clutha
+37% +22%
Queenstown +43%
Southland +20%
Fiordland +47% Source: Dataventures / Tourism New Zealand “School Holidays Domestic Tourism
Report”Responsive: Adapting to alert levels
Level 4 - Eliminate TNZ Campaign Activity
Likely that disease is not contained Level 4
Level 3 - Restrict TNZ Campaign Activity
Level 3
CAMPAIGN ACTIVITY
Heightened risk that disease is not contained
Level 2 - Reduce TNZ Campaign Activity
Disease is contained, but risk of community transmission Level 2
Level 1 - Prepare TNZ Campaign Activity
Disease is contained Level 1International Strategy
To drive appeal,
Keep New Zealand’s consideration and Through topical and
brand alive in the preference for relevant storytelling
hearts and minds New Zealand as a that delivers to the core
of consumers around holiday destination of who we are and what
the world (while borders are we stand for
closed)Messages campaign results
Launched in five 11.6 77% to 93%
markets so far million positive sentiment
video viewsEngaging with you
Q u e s t i o n s ?
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