Tourism NZ’s first ever single region campaign ends today – how much did it cost?

 

Northland’s attractions featured in the marketing campaign launched in Melbourne. Credit: Tourism New Zealand

Tourism New Zealand’s campaign to bring visitors from Melbourne to Northland in the autumn had a budget of $1.8m.

The figure for the campaign that finishes today was revealed after Winston Peters, MP for Northland, submitted a written question to Tourism Minister Paula Bennett.

He asked: “What is the budget and success metrics for the Tourism NZ Northland campaign targeting Melbourne, if any?”

In her written response Bennett said: “I am advised that the budget for the full advertising campaign and creative development is $1.8m.

“A range of metrics will be used to evaluate the overall success of the campaign but these targets and measures are commercially sensitive,” she said.

When ‘Everyday a different journey to Northland’ was launched in late January TNZ said it would be evaluated using data from Air New Zealand, Flight Centre, Face and MBIE.

The Northland campaign was the first in a series from Tourism NZ focused on using a single region to test whether it can influence a shift in traditional travel patterns to encourage regional dispersal.

It was a specific drive to encourage “active considerers” in Melbourne to visit Northland in the autumn.

Channels used over its two-month duration included Facebook and outdoor advertising in the Victorian state capital showcasing iconic Northland scenes such as the Bay of Islands, Hokianga and Matapouri.

It was backed up by trade and public relations activity.

The centrepiece of the campaign was a giant mural of Tāne Mahuta by New Zealand-born artist Monique Barnett, situated on the corner of La Trobe and Swanston streets in central Melbourne.

TNZ partnered with local regional tourism organisation, Northland NZ, as well as Facebook, Flight Centre and Air New Zealand, on the programme.

In TNZ’s refreshed four-year strategy released this month, the agency said that it will be working more closely with local tourism bodies as it steps up its drive to combat seasonality and regionality.

This will include “test and learn” marketing activity.

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