Tourism New Zealand’s largest ever outdoor advertising campaign, targeting Sydney commuters, has brought a spike in the number of people seriously considering a New Zealand holiday.
The eight week campaign made it hard to miss New Zealand for the thousands of Sydneysiders who saw the city signage. Buses, bus stops, train stations and motorway overpasses were decked out with Tourism New Zealand’s ‘Every day a different journey’ campaign imagery. Many placements were sequential with up to six placements to maximise impact and showcase the diversityand proximity of experiences and landscapes on offer.
Results from the campaign show a significant 9 percentage point increase in people from Sydney now actively considering a New Zealand holiday.
Tourism New Zealand General Manager Australia Tony Saunders said: “We wanted to understand the impact of a major burst of outdoor media on awareness, consideration and appeal of New Zealand as a holiday destination.
“The results clearly show that heavy weight outdoor advertising is highly effective in growing the size of those actively considering New Zealand for a holiday and improving perceptions of New Zealand’s accessibility”.
The outdoor advertising activity was also used to raise awareness of the North Island Touring and South Island campaigns.
Latest statistics show that for the first time ever more than 50,000 Australian holiday makers came to New Zealand in the month of July. Australians also remain the stand out spenders, contributing more than $2.4b to the New Zealand economy in the year to June 2016.