How Tourism New Zealand Connected NZ Arrivals With Marketing

How Tourism New Zealand connected NZ arrivals with marketing

TNZ is the organisation responsible for marketing New Zealand to the world as a holiday destination.

TNZ operates at very early stages of the research journey, which makes it hard for them to measure their return on investment, improve marketing communications in a data-driven way and maximise the tourist contribution to the New Zealand economy.
TNZ partnered with SingleView to connect media and site interactions with arrivals to New Zealand (and ultimately to economic contribution).

Media investment is largely disconnected from the actual arrivals to NZ.
There is a need to increase visits during certain quieter periods (e.g. the ‘shoulder’ seasons).
Lack of traveler insights impedes personalisation efforts.

Create a data foundation merging impression data from media (Google Marketing Platform) and behavioural data from website (Adobe Analytics).
Geo path analysis to match arrivals within NZ and domestic movements within NZ to media and site content.
Develop predicted arrivals model to predict likelihood of a customer to travel to NZ after media or site interaction, as well as to understand the top features that can be used to predict arrivals.

Matched 10% of international arrivals to NZ to media impression.
Developed a 3x more accurate business metric to measure market performance based on the matched impressions.
Saved 9%+ media cost by adjusting targeting & bids to “propensity to arrive”.