March 25, 2011

Kia Ora !*FIRSTNAME*!,

This year’s winter season is kicking off – online : and you can be involved for FREE!.

As mentioned in the latest newsletter there is an online advertising campaign hitting the Australian market in Sydney and NSW commencing 4 April 2010 and you have the opportunity to be involved! This is a joint venture with Tourism New Zealand and involves a significant six figure spend. The campaign has 2 targets:

  1. those who are actively thinking about having a holiday and
  2. those who may not be thinking about a holiday - but will be after we spur them to action.

We are using online media (we all know that online search engines like Google are used in over 78% of all travel/ holiday information searches). And that’s why we are booking search words/ ad and search engines to pop up in front of anyone looking for information about holiday activities/ skiing/ adventure/ breaks etc in NZ. We are also placing online banner adverts in key media such as the Sydney Morning Herald website which alone has 1,000,000+ impressions per day and hosts the 2nd most frequented travel site in the Australian market. We hope that with the media we have planned, Australians won’t be able to miss Rotorua online over the duration of the campaign.

The campaign links back to promotional landing pages inside the website and there are a range of packages being offered initially. These packages have been put together by Value Tours and will be changed throughout the campaign.

In addition to the packages offered, the campaign will target five interest areas – each featuring one or more special landing pages including industry partners highlighted in a “hot deals” section. Relevant deals will be featured on each relevant landing page – with the user able to click through to the operator site for the detail and to ideally complete a booking online.

There is the opportunity for industry partners and operators to offer great deals that will also be featured online. There is no cost for operators to do this. It is FREE as we want to offer a range of GREAT, HOT deals to get Aussies visiting Rotorua.

A deal can be a price offer, volume discount (eg:Xth visitor free),  value add or other call to action.  Think about what will create the sense of value and a strong call to action for Australian visitors.

It’s simple to be involved. If you are interested all you need to do is the following:


We need a compelling hot deal valid for travel in the April to Sept time period.
The deal needs to be supplied in the copy and image requirements noted below.


  1. HEADLINE: no more than 50 letters/ characters including spaces. This is the attention grabber
  2. DEAL COPY: 130 letters/ characters including spaces. A brief description of your offer
  3. PHOTO: ideally a 120x90 pixel GIF or JPEG image file
  4. LINK: the web address where additional information on the offer and how it can be booked is available. If you have online booking you can link straight to that area of your web site.  

Please also indicate which (or all) of the below categories your deal seeks to target – or supply different offers targeting specific categories.

Categories to which your deal or deals can target:

  1. Family
  2. Couple
  3. Geothermal
  4. Adventure/Explore
  5. Luxury

Identify which category(s) your offer relates to or indicate “ALL.


If you have a website pls supply us with the URL/ page so we can create a link from our website to the relevant part of your site or a special landing page containing all the details of the deal and how to book. Ideally the deal should be able to be booked online. If you don’t have a website then please include your email address for enquiries.

Campaign tracking code – if you are able - we encourage you to include a specific campaign tracking code in the website link you supply us – so your analytics can report more fully on the results.


Once you have your headline, copy, image/photo and link, please email these to:


If you have any questions about the campaign please don’t hesitate to call Tania on
027 244 4155, Tania is managing the overall campaign for us in the absence of a Marketing Manager.


Once you have supplied your offer/ copy and image we’ll do the rest for you and load up your offer onto the website.

Please let us know ASAP if you are interested in being involved so we can work with you to get everything ready to go. There will also be more information available in the next week.

Rotorua will also be featured in a joint ski campaign with the Rotorua Airport Company, Visit Ruapehu and Ruapehu Alpine Lifts under the regional banner of Central Park. The combined impact will be pretty strong:

  • which is why we want and need you to get involved.
  • why it’s FREE for you.

Here’s to taking Rotorua to the Aussies - while their fingers are going walkabout!

Don Gunn
General Manager
Destination Rotorua Tourism

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Destination Rotorua Marketing
Private Bag 3007, Rotorua
Phone +64 7 349 7280
Fax +64 7 349 4133