TNZ increases market presence with newzealand.com
For immediate release
6 September 2013
TNZ increases emerging market presence with new editions of newzealand.com
Tourism New Zealand (TNZ) is continuing to strengthen its presence in the newly identified emerging markets of Latin America and Indonesia, with the release of four new translated editions of newzealand.com.
The consumer website now provides over 20 market versions – with 9 of the editions either partly or fully translated.
“Its role is to build preference for New Zealand as a holiday destination and connect consumers with operators and travel sellers to convert them to travel,” says Catherine Bates, General Manager Brand and International PR.
“The new editions for Chile, Mexico, Brazil and Indonesia produced in Spanish, Portuguese and Bahasa Indonesian, will enable us to communicate clearly with potential travellers in these priority emerging markets.
“Our focus is on capturing future growth opportunities to secure a strong long-term position for the New Zealand tourism industry.
“newzealand.com plays a central role in our marketing strategy, and is a vital channel for us as we increase our presence and engagement with travellers.”
The development follows the Government’s 2013-14 Budget announcement of an additional $123 million in funding for Tourism New Zealand, with $44.5 million over four years specially tagged to investment in the priority emerging markets of Latin America, Indonesia and India.
The sites are the first stream of consumer-facing activity as TNZ works to establish a significant presence in the emerging markets, identified for their strong economies, growth in personal spending and outbound travel. The third market, India, has an existing newzealand.com country edition.
Since 1 July, TNZ has undertaken a programme of work to establish a presence in Latin America and Indonesia, while up-weighing its existing presence in India, with a number of key new appointments.
In the past year TNZ has received record traffic to newzealand.com, attracting more than 14.0 million visits.