Destination Queenstown Reporting
Quarterly Activity Reports
Consumer Marketing Activity
Recent marketing updates & how to get involved
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.
Sponsored Content Partnerships
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Activity with Neat Places continues to promote a range of neat things to see, eat and do around Queenstown. This partnership has a 12-month calendar of promotion and activity into the domestic market. |
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A 12-week partnership with Kidspot will promote Queenstown as the ultimate spring travel destination for family fun. Activity includes sponsored content, digital banners, social media content and EDMs. |
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A partnership with Australian Golf Digest will showcase Queenstown in the spring publication via full page brand adverts and editorial features, as well as a solus EDM to a 24,000+ database. |
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DQ will partner with media platform Escape Video to produce a series of ‘video reels’ highlighting a range of unique spring and summer experiences on offer - from new trail openings to the best short walks and hidden gems around the region. |
Digital & Social Always On Activity
Spring Segment Activity in Domestic and Australian Markets
DQ’s always-on digital marketing ensures Queenstown maintains a constant presence in both domestic and Australian markets. 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.
Starting 1 September, our digital marketing strategy shifts focus to highlight the best of Queenstown's spring offerings. Our segment-led approach will showcase a variety of experiences including spring skiing, biking and hiking, golf courses, food & drink options and family-friendly activities.
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 2024 – 28 August 2024):
- 553k sessions on QueenstownNZ.co.nz
- 103k member referrals (clicks from QueenstownNZ.co.nz to operator websites)
- Conversion rate of 18.7%
'What's On' Event Marketing Campaign
DQ’s spring event marketing campaign runs from August - November promoting a range of events in size and scale. From local markets and volunteering opportunities to festivals and gigs, it is free to submit an event listing on QueenstownNZ.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 strong relationships with our domestic, Australian, and long-haul visitors. We craft tailored content that resonates with subscriber interests, sharing stories about our people, our destination and unique experiences that Queenstown offers.
- This spring we’ll launch a dedicated ‘Spring Stays’ email campaign to our full database, showcasing a variety of packages that encourage longer visits and promote immersive travel experiences.
- Our upcoming email series will be tailored to subscriber interests including hiking, biking, food and drink, adrenaline, spring ski, golf and family themed content.
- On 1 September we’ll launch a refreshed email subscription campaign to drive sign ups, and partner with aligned media to generate leads.
View some of our previous consumer eDMs below:
- Food & Drink Cuisine Magazine Competition follow up
- 1.5k sent
- 52% open rate
- 5.7% CTR
- Domestic Ski Giveaway Competition follow up
- 3.4k sent
- 44% open rate
- 4.3% CTR
- Winter Things to Do eDM
- 12.7k sent
- 40% Open rate
- 6.7% CTR
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.