Tourism New Zealand

Reigniting tourism with Facebook in-stream video ads

CASE STUDY

The New Zealand tourism organization added a Facebook in-stream video ad component to its business-as-usual campaign and lifted ad recall by 8.5 points.

8.5-point lift in ad recall

12-point lift in ad recall among Australians ages 35?44

1.7-point lift in brand preference

THE STORY

Promoting New Zealand

Tourism New Zealand markets New Zealand to the world as an all-round tourist destination. The “100% Pure New Zealand” campaign and brand positioning has evolved over the past 20 years to make New Zealand one of the world's most well-respected and well-known destinations.

Tourism New Zealand, A Facebook Ad Case Study

THE GOAL

Inviting Australians to visit

The Tourism New Zealand team set out to encourage Australians to consider New Zealand for their next holiday by showcasing destinations that could provide unique and memorable experiences.

THE SOLUTION

Evoking the spirit of adventure with video

To motivate Australians to take advantage of international travel during the Trans-Tasman Quarantine Free Travel period, Tourism New Zealand launched the “Messages from New Zealand” campaign across Facebook and Instagram. The brand awareness initiative included video ads featuring New Zealanders sharing their favorite places, experiences and must-dos with their Australian neighbors.

Tourism New Zealand ran its business-as-usual campaign of video ads placed across Facebook and Instagram, as well as a campaign of in-stream video ads, which appeared at natural ad breaks in longer-form video content.

The team showed the ads to a broad audience of people in Australia interested in travel. Additionally, the tourism organization conducted a brand lift study to gain insights into the performance of the video campaigns.

A Facebook Ad Case Study from Tourism New Zealand

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THE RESULTS

Stamping more passports

After the November?December 2021 campaign, the brand lift study revealed the addition of in-stream video ad placement helped the campaign reach millions more Australians: