How Did Campaigns Benefit?
Through research we previously understood the product sets but we now know them. The beauty that surrounds the deep valley and moraine of the Dart River that glaciers once carved and the transparent blue of the water that the glaciers now feed. The sheer power of the custom made boats that skirt the sides of the Shotover Canyon and the fact that they can operate in water too shallow for a kayaker to navigate over.
Our ability to produce more engaging creatives has increased and we almost look at what we’re produced to date with a sense of embarrassment.
From speaking to the tourists on the streets of Queenstown and the customers who joined us, there is a better understanding that we need to associate more value to people who are researching their holidays and focus less on people who are buying online. Often the consumer is researching the experiences and attractions they wish to book, but only book them when they are actually in Queenstown. This also means we need more focus on local or radius marketing, targeting the potential customer when they are in situ.
Different experiences are also more suited to different ages and life stages and we now have a better understanding of that.
We now love the brands and the experiences we’ve been on. We’ve always wanted to do our best but there is now a certain je ne sais quoi that will drive us harder and ensure that we are always engaged. These brands are now dear to our heart and will take a certain priority when we’re working through our task lists.