Queenstown has long been considered the jewel in New Zealand’s tourism crown. Famous for its epic mountains, sparkling lake, winter sports and bountiful vineyards. Destination Queenstown has just launched its latest campaign, highlighting that the southern town is just as (if not more) beautiful in autumn, through an image-heavy parallax created by Time Zone One, print and outdoor advertising via Queenstown agency Feast.
The campaign was designed to invite Kiwis to “reenergise, recharge and revitalise” in Queenstown during autumn says Destination Queenstown marketing and communications director Sarah Stacey.
She says due to limited resources it decided to focus on digital, print, social media and outdoor advertising, and didn't opt for video content for this campaign.
The campaign will also be the first ever takeover of NZ Herald’s Viva magazine by a domestic destination, she says.
In regard to the digital, a beautiful microsite was launched showing off some of Queenstown’s stunning imagery, the town practically sells itself.
“We obviously have limited resources in terms of our campaign work, and so we were focusing on our domestic audience for an autumn visit and we thought [the microsite] was the best way to maximise the resources we have to reach our target audience,” she says.
“It’s really effective as it showcases our beautiful imagery. Pictures speak louder than words in Queenstown and with the beautiful autumnal imagery that we have, I think it’s really, really effective.
“This campaign is around targeting women who generally make the holiday decisions in the 25-55 age gap with the mindset to travel and enjoy a world-class destination like Queenstown.”
She says it's targeting Auckland and Christchurch, which are its “fly markets” and Otago and Southland, which are its key drive zones. “That’s the geographical reach of the campaign and we felt we were able to target those places most appropriately this way.”
Stacey says the tourism company just re-estimated its visitor numbers and estimates Queenstown welcomes about 2.9 million visitors per year, with 70 percent of those being international and 30 percent being domestic visitors.
“So, Queenstown is definitely seeing growth year-on-year in terms of its visitor numbers.”
Destination Queenstown’s last campaign was targeted at our Australian friends across the ditch to get them over to make the most of the spring skiing conditions and the huge range of activities on offer in Queenstown.
It recruited comedian Dan Ilic who attempted to teach his countryfolk how to squeeze in a sneaky ski trip by pulling a sicky.
According to Tourism New Zealand: "Australia is New Zealand's largest international source market for ski and snow sports and, back in 2012, approximately 65,000 Australian holiday visitors, or 16 percent, ski while in New Zealand."
- Correction: This article originally referred to Feast as a Christchurch agency.