Tourism NZ - Shoulder season campaign - Do something Autumn

Do Something AUTUMN, New Zealand - Campaign Results

Digital media

• 468,140 paid visits to newzealand.com
• 13.5% engaged user rate highest of any campaign to date
• 128,838 total referrals highest of any campaign to date
• 27.5% total referral rate above 20.8% from Shoulder season FY21 campaign
• 14,249 new email signups (above target of 10,000)
• 2:04 average time on site (in line with target)

Offline media:

• TVCs held the second largest SOV of all Tourism advertisers across the campaign period at 17%
• Out of Home media delivered an additional 75% on planned placements
• Radio performed well against planned, delivering 78% 1+ Reach (planned: 55%).

Top performing Autumn operators were:

• Marlborough Tour Company - 12,125 referrals
• Opuke Thermal pools and Spa - 9,823 referrals
• Whanganui Tours - 5,434 referrals
• Retaruke Country Escape - 4,957 referrals
• Glencree Estate - 4,840 referrals

This was TNZ's most successful campaign - however it has since been eclipsed by the Winter “So Hot Right Now” campaign which concluded on 31 July.

• Kicked off:          14 March 2022
• Ended:                  15 May 2022
• Target:                 All New Zealand demographics

The appetite for Domestic Tourism remains high with 69% of New Zealanders planning to take a domestic holiday in the coming 12 months but this time for short trips of a few days.

Autumn is not highly motivating, it’s just after the summer holidays, the weather can be a bit unpredictable.

The idea is to activate the available audience to take a trip they are already open to but have no reason to take. Create a sense of urgency for autumn travel as something to grasp before it’s gone and how consumers should seize the opportunity to travel at this time of year specifically.

What do Kiwis want to do at this time of year?

Top 5:  

• Eat at local restaurants
• Shorts walks in a wilderness area
• Shopping at local food markets
• Half or full day hike
• Bathe in hot pools          

Shorter, relaxing and easier trips

Staying with friends and family

Three core objectives:

• Autumn invites you: Celebrate this season as a fleeting moment in NZ, rich in Manaakitanga
• An invitation to a deeper relationship: reframing travel as a relationship between people and country, not as a product but a new way to relate to something we know and love.
• Category challenging approach: Allows TNZ to tell new stories with new ways to engage. Creates room for character and heart.