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.
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.