Tourism New Zealand’s latest Australian campaign uses interactive billboards and mobile phone and WAP technology, alongside traditional television adverts.
Australian mobile users can download a personal “Spring Pass” to their phone and, once they have done this, they are included in a database and can receive promotional offers, such as travel deals, from Tourism New Zealand partners, says Tourism New Zealand spokeswoman Sue Allen. Users receive offers via SMS and are then directed to an interactive website that contains details of the special offers, she says.
Over 500 people have downloaded the Spring Pass to their mobile phone in the last three weeks, says Tourism New Zealand chief executive George Hickton. The organisation has also seen a lift in website use.
Interactive billboards are also being used for the first time in Sydney, Melbourne and Brisbane, says Hickton. In addition, mobile phone owners can receive offers, wallpapers, ring-tones and video-content, via BlueTooth, when they pass an interactive billboard. The only technical requirement is that the phones have GPRS capability.
There is a movement towards interactive technology in international advertising, and Tourism New Zealand wanted to understand it and use it, says Hickton. “We saw the Australian campaign as a good opportunity to start exploring this area of new media. We know we have to understand this market a lot better, because it is growing and traditional advertising is diminishing.”
The Spring Pass is part of Tourism New Zealand’s “What’s On” campaign, which was introduced in August last year, with the aim of encouraging Australians to visit New Zealand.