Domestic - Families Campaign
Off the back of a successful family campaign in March 2021, Tourism New Zealand’s ‘Do Something New, New Zealand’ campaign platform launches a second family campaign this spring. The campaign will provide inspiration, holiday ideas and travel deals that encourage families to plan and book new experiences that can be shared together. The campaign will run 2 August – 17 October across Tourism New Zealand and partner channels.
Tourism New Zealand invites operators to complement campaign activity by uploading a family deal during the campaign period. This deal will be promoted as a travel deal on newzealand.com.
Loading a deal is free and easy – and operators do not need to be Qualmarked!
How to load a family deal for the campaign
Go to your Business in the Tourism Business Database (TBD). Click on Manage Business, then Manage product Listing and Add a new deal. Under the specific campaign drop down menu choose ‘Domestic Families – August to October 2021’.
Any questions about your listing, please contact Stephen Griffith at Tourism New Zealand.
Regional comparisons show that in the last 12 months West Coast content has performed better than many other regions on New Zealand.com. This indicated that domestic consumers are keen to find out more about the West Coast and would enjoy the opportunity to visit the region.
The hands on campaign will return in September for the October school holidays – it will be great to have good offers for people to enjoy
Why the Families Campaign?
TNZ expects this upcoming shoulder season to soften across all domestic travel. Kiwis are likely to save for the summer holidays, thus getting their attention will be challenging. Kiwis are looking for deals, so we need to remind them that the whole region is OPEN FOR BUSINESS.
It’s also a great way to engage visitors ahead of the busy season.
Why New Zealand.com
Every month 17,000 visitors check out West Coast content on New Zealand.com. The top performing pages are things to do and places to stay.
Development West Coast is implementing an API with New Zealand.com. The little widget called Application Programming Interface, will pull all leads on Newzealand.com and post them on the Westcoast.co.nz deals page to ensure synergy across all web platforms.
Criteria for family deals
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:
- Family pass e.g. 2 adults + 2 kids < 14 years from $XXX
- % off Family Pass
- Kids 0-16 go free/stay free/eat free
- % off family rooms
- Family rooms from $XXX.
- % off kid's tickets
- Family package e.g. Family room + activity from $XXX
Tourism New Zealand domestic audience insights, and previous campaign activity suggest that families are mostly driven by value and convenience, and that families, more so than other domestic audiences, gravitate towards package deals. When building a family deal or package, clearly display inclusions and value-adds.
Why TNZ 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:
- The deal isn’t a discount off standard family rates
- The deal is not specific to a family e.g. It’s a couples deal or only for adults
- The age range of children the deal applies to isn’t defined. (e.g. ‘Kids 4-14 years’ is defined) This is needed due to the wide range of kids age ranges in our industry and so people can compare deals on newzealand.com
- Due to line character limits in the deal tile e please use the word ‘kids’ instead of ‘children’.
- There is no weblink to information on the discount
- More than one family friendly deal is submitted per product Listing
TNZ 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 code is pre-loaded on that booking page and/or included in the deal text (e.g. ‘Use Code: FAMILYDEAL’).
Tourism Business Database - Deals for Campaigns (Tourism New Zealand)