DQ Consumer Marketing Update

No doubt you will have seen the recent announcement that the Queenstown Lakes’ visitor economy has committed to the bold ambition of being carbon zero by 2030.

This is an outcome of the regenerative tourism strategy and follows wide ranging feedback and support from the local community and our industry – many operators are already on their own regenerative journeys.

 The regenerative tourism strategy provides an exciting challenge for DQ to investigate ways to support this collective goal, looking at how we shape demand in line with our values and regenerative tourism aspirations. 

We’ve reviewed our recent spring activity and are looking at how we can build on this for summer while starting to evolve to reflect a destination-led, regenerative approach. Our spring activity gained significant momentum and drove record engagement and referrals for the period – indicators of a strong summer ahead.  With confidence demand is returning, our activity will be weighted more to destination brand positioning in the dream layer.

We are excited to share with you some of the upcoming activity for summer and how we are starting to shape our activity. We will of course continue to target our spring and summer segments in our always-on digital campaigns and will be delivering third party partnerships to support this. 

Ngā Mihi
Sarah

Digital Always-on Campaign and New Segment Videos

DQ’s always-on digital marketing and social campaign means Queenstown has a digital destination presence in both the domestic and Australian markets year-round, aimed at supporting sustainable demand. The activity and content are designed to shape the destination's reputation, sharing stories about our place and people and attracting likeminded visitors.

The full-funnel (dream – plan – book) strategy means DQ has activity live in all layers of the travel consideration funnel, generating brand awareness and engagement, driving website visits to QueenstownNZ.co.nz and member referrals via product listings.

Results from 1 July – 30 November 2022:

• Over 1.3M website visits to QueenstownNZ.co.nz (+120% YoY)
• Over 292,800 member referrals/clicks from QueenstownNZ.co.nz to operator websites (+118% YoY)
• Conversion rate of 21.9%

DQ’s consumer segment videos have recently been updated and launched into the always-on digital campaign. The new 30 second and 15 second videos take a storytelling-led approach, leveraging visitor motivations and drivers for a passion-first holiday. The first five spring and summer segments can be viewed here: Hiking, Golf, Adrenaline, Mountain Biking and Biking.

Upcoming Partnership Activity

DQ’s segment partnership activity focuses on destination storytelling aligned with the various consumer passion points. Here's some of the upcoming activity in the pipeline:  

In collaboration with Freehub Magazine, a Queenstown ‘ride guide’ and destination travel feature will be produced, showcasing the region’s passionate riding community, the top riding locations and where to go for the best après-bike.

In partnership with Australian brand We Are Explorers and local content creators, we learn why Queenstown is their ‘home of adventure’, uncovering their passion for the environment, pushing boundaries and how Queenstown sets the stage for transformative travel.

DQ hosted editor of NZ Cycling Journal on a multi-day Queenstown Trail excursion and his 16-page feature is live in the December publication. The feature highlights the Great Ride, the experiences, and the great people along the way.

DQ’s Direct-to-Consumer eDM Platform

DQ's direct-to-consumer email campaigns are tailored to reach domestic, Australian and long-haul audiences with relevant and inspiring content that aligns with their interests. Over the summer, we will be highlighting activities such as biking, hiking, food and drink, golf, and family-friendly adventures.

‘What’s On’ Event Marketing Campaign 

DQ’s event marketing activity will continue throughout summer with new creative assets promoting a range of seasonal events, from large scale multi-day events, through to local community events and initiatives.

Telling your Regenerative Story

DQ is on a mission to uncover and communicate more stories about our people and place and the regenerative initiatives underway – big or small – that help the environment or show social responsibility. Help us showcase your work in the regenerative space through our platform.

Market Development Plans (MDP)

DQ is pleased to share the completed Golf Market Development Plan. The vision is for Queenstown to be positioned and experienced as a world-leading golf destination that drives economic benefits associated with tourism into the region and provide accessible, high-quality, and environmentally leading, golfing amenities to the local residents. MDP’s are created to support and sustainably develop our key visitor segments. The golf MDP was created in collaboration with our industry stakeholders and was facilitated by industry experts The Clubhouse Sport Marketing.

How to Leverage DQ’s Marketing Activity

There are multiple ways to leverage and get involved in DQ’s marketing activity:

1. Ensure your listings on QueenstownNZ.co.nz are up to date. Check open hours and contact details are correct or consider updating imagery and descriptions to suit each season.
2. Make sure your Google My Business listing is up to date, considering Christmas and New Year opening hours.
3. Submit upcoming events to be listed on DQ’s Events hub. It is free to do so, and you can load anything from community planting days, local ride nights or Farmers markets.
4. Send DQ any new imagery and video content to ensure we are using your latest assets in our activity. Please email new content to daniellaj@queenstownNZ.nz
5. Keep DQ up to date with any new products, sustainability initiatives, or changes to your business – we always love to hear from you and it’s a welcome opportunity to meet the team.
6. Keep an eye out for the regular Queenstown Connect members workshops where we cover a range of topics to support member capability building.

If you require more information or if you have any questions about DQ’s marketing, please email rubys@queenstownNZ.nz