Tourism NZ Proactively Reacts to Challenging Markets Using Similarweb
Learn how Tourism New Zealand utilized Similarweb insights to shift focus and support domestic tourism amid international travel restrictions.
About Tourism New Zealand
Tourism New Zealand is the organisation responsible for marketing New Zealand to the world as a visitor destination. The major tool they use to do this is the 100% Pure New Zealand marketing campaign, a campaign that has evolved over the past decade to make New Zealand one of the world's most well-respected tourism brands.
"Similarweb has a great reputation, and it was already trusted by a lot of our folks internally through the free features they offer."
Sarah Britton
Global Manager Digital Analytics at Tourism New Zealand
The Challenge
Border closures and impact on tourism sector
New Zealand's international border closures brought an unprecedented challenge to its thriving tourism sector. The industry, once reliant on overseas visitors, faced a profound crisis that necessitated a change in approach. To counteract the decline, there was a strategic shift towards promoting domestic tourism to invigorate the local economy.
The Solution
Identifying content gaps and crafting strategies
Using Similarweb, Tourism NZ embarked on a mission to better understand its online audience. They successfully identified content gaps, specifically targeting keywords for family and pet-friendly holidays. As a result, they crafted keyword strategies that led to the development of regional-specific content and enticing deals.
The Success
Time for something new, New Zealand
Amid international border closures, Tourism New Zealand enhanced domestic travel by refining content for locals and revamping newzealand.com to highlight domestic gems. Leveraging Similarweb's real-time data, they employed a test-and-learn approach for nimble, data-driven tweaks.
