Consumer Marketing Activity
Recent marketing updates & how to get involved
Queenstown Brand Refresh & New Website
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:
- Please review and update your product listing on QueenstownNZ.co.nz. If you need assistance with your login credentials, please contact Aimee.
- Replace any materials featuring the previous colourful Queenstown NZ logo with our updated brand assets. Click here to download the updated logo.
Sponsored Content Partnerships
- 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.
Digital & Social Always On Activity
Summer Activity in Domestic and Australian Markets
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.
DQ always on ad examples
- View DQ's Meta Ad Library for a snapshot of the ads we have live across Facebook and Instragram.
- View Google's Transparency Centre for previews of ads live across GDN, paid search and YouTube
Website performance FYTD (1 July – 2 December 2024):
- 1m sessions on QueenstownNZ.co.nz
- 203k member referrals (clicks from QueenstownNZ.co.nz to operator websites)
- Conversion rate of 20%
'What's On' Event Marketing Campaign
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.
Let us know what’s on! Event listings inform DQ’s digital activity, event guides and submissions to Tourism New Zealand.
DQ’s Direct-to-Consumer EDM Platform
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.
View some of our previous consumer eDMs below:
- Top Bike Trails to Explore This Spring
- 1.6k sent
- 52.3% open rate
- 7.8% CTR
- Food & Drink: Savour the Best of Spring
- 5k sent
- 48.6% open rate
- 5.9% CTR
- Top Walks to Explore
- 2.7k sent
- 51% Open rate
- 11.1% CTR
- Family Summer Fun
- 2.2k sent
- 44% Open rate
- 4.8% CTR
Spring Marketing Activity & 'Spring Stays' campaign
Spring marketing is in full swing, promoting Queenstown as the ultimate spring destination - a time when visitors can do everything; from skiing, biking and hiking to golf, adventure activities, family experiences and enjoying the region’s amazing food and drink.
Our new ‘Spring Stays’ campaign will launch on 1 September with the objective of driving spring demand and longer length of stay. As well as being promoted across our QueenstownNZ owned and paid channels, the campaign will be featured via key partnerships with Stuff NZ and NZ Herald, as well as a 12-week Kidspot campaign promoting family travel.
Other spring partnership activity includes editorial and brand content in Australian Golf Digest ; Neat Places socials and editorial activity with media platform Escape Video, showcasing unique spring and summer experiences.
'SPRING STAYS' CAMPAIGN
DQ’s ‘Spring Stays’ campaign will run from 1 September – 31 October, in both the domestic and Australian markets, to drive demand and encourage longer length of stay and slower travel. This new campaign invites members to partner with another operator to create spring travel packages that celebrate the best of the season.
The campaign will focus on driving referrals to members via the package listings housed on QueenstownNZ.nz. Media activity includes DQ’s always on digital and social media, print and digital placements with Stuff NZ and NZ Herald (NZME), as well as promotion via DQs Kidspot partnership.
To take part, upload your spring ‘slow travel’ package via the DQ Extranet by selecting ‘Travel Packages’ as the listing category.
Package requirements:
• Minimum four-night stay
• Combination of accommodation and at least one experience with another local business or businesses
• Valid for redemption 9 September – 15 November
Load your spring travel package here.
Queenstown Winter Marketing 2024
DQ’s winter campaign activity is live in both Australia (since 1 March) and domestic markets (since 1 May), focused on driving destination preference for a Queenstown winter and ski holiday. This is a fully integrated approach across consumer, media and trade channels targeting both our ‘Winter Lovers’ and ‘Ski Enthusiast’ audiences.
Led by a hero winter brand video and a new ski enthusiast video, supporting ad content showcases activities on-and-off mountain, our unique people and place, and encourages visitors to stay longer, do more and travel with a lighter footprint.
Channels include Facebook, Instagram, YouTube, native and Google Display Network as part of DQ's 'always on' digital strategy.
High impact channels include Connected TV in Australia and Video on Demand in New Zealand, a partnership with the Sydney Film Festival and various media famils planned across the season. A partnership campaign with Trip Advisor will be launched in July to target Australian audiences and specifically drive demand for Ski.
The Queenstown Wānaka Snow Reports are back for 2024. In collaboration with Lake Wānaka Tourism, the weekly video series targets ski enthusiasts in New Zealand and Australia to drive hype and preference for a Queenstown ski holiday.
DQ recently ran a lead generation ski giveaway during the month of June to grow our domestic ski consumer database.
Showcasing Regenerative Tourism: From the Ground Up
From The Ground Up, a new case study series designed to shine a light on local businesses making a difference to our region's environmental, community, cultural and social wellbeing. The six-part video series showcases a mix of tourism product, community initiatives and business innovation, taking viewers on a journey around the region, meeting and getting to know the local heroes championing regenerative tourism.
The first six episodes follow inspiring journeys of dedicated locals committed to making change. From repurposing waste to pioneering world-first experiences, each episode celebrates people and organisations shaping a thriving future for Queenstown, from the ground up.
The series is promoted via a paid digital campaign across Meta and YouTube. The videos are also promoted through partnership activity with We Are Explorers and were screened at the recent Wao Film Festival at Te Atamira.
Refreshed Queenstown NZ brand video
In early January, DQ launched a refreshed brand video to generate awareness, drive destination preference and encourage visitors to see more and explore a further while they're here. This is live in both the domestic and Australian markets across all paid digital channels as part of our Discover/Awareness layer of the campaign, and will run until April.
Our People Our Home Campaign – Series 2
In the second series of ‘Our People, Our Home’, we introduced our visitors to more passionate locals who make up the fabric of our community.
Live from 20 September 2023 - Jan 2024, the four-part mini-series was rolled out across DQ’s social and digital channels with a paid campaign and an extended local cinema schedule.