DQ SUMMER MARKETING UPDATE

Summer marketing is in full swing in the domestic market promoting the range of great things to see, do and eat in the warmer months. From new bike trails and eateries to hiking, golf and outdoor experiences, there’s no shortage of activities that encourage adventure and appreciation of our stunning landscapes over summer. 

On 1 December we launched our autumn marketing activity in Australia to align with longer booking window trends and to leverage TNZ’s off-peak seasonal marketing campaign. Consumer marketing activity continues to promote ways to experience Queenstown, encouraging longer length of stay and inviting visitors to do more and explore widely while in our region. 

We are also excited to announce a refreshed QueenstownNZ.nz website will launch in the coming weeks, featuring enhanced user experience and interface updates in line with the recent brand refresh. As we move forward, you will no longer see the colourful logo in use and we invite you to replace this with our new logo on your website, documents or channels.  

In the trade space the team will be heading to the TECNZ Xmas Symposium to network with allied and inbound partners and the Queenstown Convention Bureau is looking forward to attending AIME in Melbourne from 9 – 12 February and hosting a post AIME famil group from North America. 

And finally, our activity continues to promote local events via a digital seasonal events campaign, so if you’re hosting an event, big or small, we invite you to load your event to the QueenstownNZ.nz events hub.  

Hei konā mai

Sarah 
Marketing and Communications Director

Destination Queenstown will be launching a new refreshed website in the coming weeks so watch this space. 

As Queenstown's official tourism platform, delivering over 3 million sessions annually, this upgrade will deliver enhanced user experience and interface improvements aligned with our recent brand refresh. 

Important actions required prior to launch:

DQ’s always-on digital marketing activity across Facebook, Instagram, YouTube and Google ensures Queenstown maintains a constant presence in both domestic and Australian markets to support visitation year-round. This ongoing effort drives continued destination preference and visitor demand across all stages of the booking funnel—from building awareness to influencing consideration and driving conversion. 

Domestic activity 

DQ is in the thick of summer promotion in the domestic market to drive visitation over the December-February period, encouraging longer stays with playful messaging encouraging visitors to do more while they’re here. Our segment-led approach showcases a variety of experiences including biking and hiking, golf, adrenaline activities, Queenstown’s food & drink offering and family experiences. 

Australian activity 

DQ commenced Autumn activity targeting the Eastern seaboard states on 1 December to drive visitation over the shoulder months from March to May aligning with the trend of longer booking lead times. Advertisement messaging promotes food, wine and craft beer experiences, golf, hiking, biking and wellness, encouraging slower travel and longer stays within stunning autumnal landscapes. 

Web performance year to date (1 July – 2 Dec 2024):

The Queenstown and Wānaka video series ‘Dirt Reports’ are returning for summer 24/25 giving bike enthusiasts the low down on trails, events and après in the Queenstown Lakes region. The series will run for five weeks across organic social channels and paid activity.

Additional Queenstown business listings and a new ‘Galleries & Boutiques’ feature will go live with Neat Places this summer, building on Queenstown’s existing activity with the brand, showcasing a range of neat things to do, see and eat in our region. 

DQ has partnered with media platform Escape Video who has started releasing a series of video reels highlighting a range of unique experiences on offer in Queenstown. From new trail openings and short walks to the best foodie spots, activity encourages people to seek out more activities and make the most of their trip to Queenstown.

The trade team will make a visit to Auckland for the TECNZ Xmas Symposium to network with allied and inbound partners and hear from key industry members across a range of topics.  

The trade team is also delivering a breakfast networking session with key inbound partners in collaboration with Auckland Unlimited, Otautahi Christchurch, RotoruaNZ and WellingtonNZ.

After a busy two months of activity with third party planners and corporate clients getting organised for 2025 & 2026 conferences, inquiries will start to drop as offices shut down for the Christmas break. Our team however are in full planning mode ourselves for 2025 activity.  

On January 20, Penelope Ryan, Tourism New Zealand’s Global Manager of Business Events will be in Queenstown to connect with members and offer valuable insights and updates. QCB will host a members update during her visit. More information to follow in Fortnightly Remarks. 

QCB will attend AIME 2025 in Melbourne on 9 – 12 February as part of the Tourism New Zealand exhibition team. Following the show, QCB will also host a POST AIME famil group from North America in Queenstown from 13 – 17 February. These highly qualified AIME hosted buyers will experience a three-day incentive focused programme across our region.  

Our direct-to-consumer email strategy focuses on building personalised relationships with our domestic, Australian, and long-haul visitors. We craft tailored content that resonates with subscriber interests, sharing stories about our people, place and unique experiences on offer.

Our email series over summer will be tailored to subscriber interests including hiking, biking, food and drink, adrenaline, golf and family themed content. 

A sample of our latest eDMs can be viewed here: 

DQ’s summer event marketing campaign launched in November and will continue throughout the summer months promoting a range of events in size and scale. Let us know what’s on! Submit your event listing to feature on QueenstownNZ.co.nz.

Event listings inform DQ’s digital activity, event guides and submissions to Tourism New Zealand.

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

If you require more information about consumer marketing, please email rubyc@queenstownNZ.nz, for trade marketing lindam@queenstownNZ.nz, or business events sarahm@queenstownNZ.nz 

SARAH O'DONNELL, MARKETING AND COMMUNICATIONS DIRECTOR