DQ Consumer Marketing Update
July saw the start of the new financial year and new activity from the FY23-24 business plan. This is the first year of DQ delivering both destination marketing and destination management initiatives.
Our marketing approach has been evolving in line with the focus on regenerative tourism. We are seeing strong demand for Queenstown and this supports our move to attracting high-contributing visitors, people who engage and connect more deeply with our people and place, stay longer and do more, who care for the environment and give back.
Part of this change is a new consumer marketing model – an evolution from the traditional dream – plan – book funnel to a new regenerative-led, virtuous circle model that also focuses on in-destination experience and advocacy post visit.
Our activity continues to focus on aspirational storytelling, destination brand building, sharing our values and showcasing stories of people, place and experiences. Our destination management work will focus on member capability building, building connections between communities and the visitor economy, and raising the profile of initiatives like Love Queenstown, which give back to our home.
Spring will see this new approach fully in motion, and activity will continue to showcase our vital activity segments and the range of experiences on offer in our region. Our winter brand activity, which has performed strongly in both the domestic and Australian markets, will be live until the end of September and a new series of ‘Our People, Our Home’ will go live after that.
As we move into spring and onto summer, the consumer marketing team will remain focused on ensuring we build an aspirational brand in NZ and Australia, showcasing the amazing stories of our businesses and communities, and shaping our work to align with the values of the destination management plan.
Marketing and communications director