DDB New Zealand | NZ Tourism

Insight:

Aotearoa New Zealand. A land hidden beneath a long white cloud. One of the hardest places on earth to get to. Not a place for the tourist. But the pākiki. The curious.

Impact:

DDB New Zealand’s campaign is already proving a huge success. Preference for New Zealand as a result of our campaign is the highest Meta has ever seen in the travel category.

1.2 thousand pieces of earned international media coverage. 803 million impressions. 590% increase in visits to NZ.com one month from launch with 1.6 million unique visits.

Crucially, we’ve seen our decision to target high-quality tourists pay off. Arrivals are recovering in all key markets, with Australia recovering strongly to 74% in October 2022, but near 100% of spending.

Today’s holiday-makers are contributing more to our economy than ever with a 9.2% lift in dolar-value per visitor vs 2019.134M video-views, 1.3M website visits and 195k referrals to tourism operators. Over 4M Chinese visitors and 110K Australians (our two key markets) are currently actively considering a holiday in Aotearoa. Showing less is more it seems.