Intelligence Applied

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Using the power of imagery to attract tourists to New Zealand

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Business issue In a fiercely competitive global marketplace, Tourism New Zealand is responsible for ensuring New Zealand remains an attractive visitor destination. ‘100% Pure New Zealand’ is a marketing campaign that has evolved over more than a decade to make NZ one of the world’s most well-respected tourism brands is at the heart of their strategy.

To build on this success, future campaigns must reflect the right mix of feelings and experiences to motivate tourists to visit New Zealand.

Image: Waterfall Beach, KareKare

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Our approach TNS developed an approach based on the latest thinking around affective memory potential - the ability of advertising to impact attitudes and perceptions at a deeper more intuitive, ‘system 1’ level. This involved presenting the target audience, Active Considerers, with a broad range of images and marketing examples to identify the most influential imagery.

Image: Cathedral Cove, Coromandel

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The insight We provided clear and actionable direction on which images had strong potential for hero campaigns as well as images that were better suited to more specific purposes or niche audiences. Where multiple experiences were shown in an image, we identified which experiences the image worked best for, so marketers could choose an image feeling confident it portrayed the intended experience.

Image: Cathedral Cove, Coromandel

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The impact The findings had real impact on decision making and brand building within Tourism New Zealand:

■ Campaign development: Tourism New Zealand can develop campaigns with greater confidence in how they will impact consumers. Campaigns developed using this approach achieve strong results with AdEval post-testing, surpassing awareness and motivation targets.

■ Partnership marketing: Tourism New Zealand’s marketing managers are now able to have more informed discussions with potential joint venture partners about campaign direction and refer to a robust fact-base.

■ Brand development: Tourism New Zealand has updated its brand guidelines and visual library to ensure all future campaigns are published in accordance with the new guidelines and ensure insights from the research are acted upon.

Image: Hobbiton/Matamata, Waikato

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“This has been really helpful, it has reinforced some of the things we felt we have known for years, and now we have the research to support what we do; and it has opened our eyes to some great opportunities to make what we do a whole lot better.” Regional Campaign ManagerImage: Vineyards, Waiheke Island