Glaciers in New Zealand
Maori children
Northland, New Zealand
Queen Charlotte Sound
Routeburn Track
Boating in Taupo
Tongariro, New Zealand
Wellington, New Zealand

Newsletter : March 2007

brought to you by New Zealand Tourism Online www.tourism.net.nz

NZTO Comment

by Garry Bond, General Manager, New Zealand Tourism Online

Finally it's finished for another year and I can tell you I was more than happy to see the courier pick up our Tourism Award entries for this year. I don't know what it is but every year is the same - it literally gets finished on the last day! Fingers crossed it will be all worth it in the end.

I noted recently a comment from an Australian visitor who saw an item on TV and an article in the newspaper that put him off exploring Auckland city (I can't remember the actual details but it was a series of bad news - robberies etc). These are things that are reported in the various media channels every day and as New Zealanders, I guess we get used to it.

What we tend to forget is that from an outsiders (or travellers) point of view, it doesn't reflect well on the image we portray internationally. I'm sure if you go to Australia or any other country, the reporting would be similar but I think the media need to be careful to be balanced in their representation of New Zealand "news".

Finally, for many businesses it's the end of the financial year so I hope you have had a great year and are planning for even better things for the 2007/2008 period.

NZTO LOCATION MAPS

Some of you may have already noticed but New Zealand Tourism Online has recently added tourism operator location maps to the www.tourism.net.nz Web site. Although there is additional cost for the company to supply these maps, New Zealand Tourism Online has decided to include it free for tourism operators and this is part of our continuing development program. The majority of gold listings already have the location map attached however those that don't are often country locations or the address we have is the corner of X and Y. For New Zealand Tourism Online to be able to add your correct location we need:

a) a rapid number for country locations (many farmers have these for milk tanker pickups) or

b) an actual street or road number, including suburb and town or city (not the corner of this and that)

If you find your listing doesn't have a location map, email us and we will organise to have this updated. Tell us your business name, region and the correct address.

A Holiday with a difference

For all of you looking for a break from your tourism business or you just want something a bit different, the very successful Elm Wildlife Tours based in Dunedin are now taking tours to Borneo (make sure you see all of New Zealand first though!). Join the guides from the award winning company on a 14 day 'Wildlife packed' tour to Sabah in northern Borneo during June 2007.

For more information visit the Web site, contact Brian by email or phone 0800 356 563 (+64 3 454 4121 outside New Zealand).

Attraction, Activity and Adventure FEATURE SPOTS

Over the last year, New Zealand Tourism Online has been adding more content to its attractions, activities and adventure Web pages. Click here and have a look. There is now the opportunity to position your business at the top of a category page as the feature attraction or activity.

These spots are priced at just $795 + GST for a 12 month period and includes all setup and artwork. Check out the Bungy Jumping page and see how AJ Hackett looks as the feature attraction.

If you are an attraction, activity or adventure and you find we have a content Web page all about your type of business, then email your interest in the spot before Thursday 5th April. We will then draw a name out of a hat for the position within that category. If you get drawn, then the feature spot is all yours.

Want to register your interest? Click here and email us your details including your company, name, contact and the category you are interested.

Developing Site Content For Your Target Audience

by Avatar Web Promotions

When you are developing the content for your Web site, it's important to have a good think about your target audience first. Think about what type of content you can create for them and think about some of the questions people ask you.

Content for difference audiences

The content you need to display will vary a bit depending on the target audience. Here are a few ideas:

For highly involved purchasing decisions

It's likely that a 'big ticket item' such as a car or large piece of machinery will involve a purchasing decision made by more than one person. Questions asked by this target audience may include: does it do what we want it to, is it the best product available, is this best value for us, how are we going to finance it, do we trust this company, do we get a free trial, how do we get one and so on.

Typically, this audience will be more interested in free advice than price promotion, so content for this style of Web site could include:

  • Extensive product information — pictures, features, benefits, applications and additional options, such as customisation
  • Comparisons with competitors for product features
  • Details of finance plans
  • Free advice, case studies and testimonials
  • Information about your company (its founder, its history, its staff and any professional accreditations)
  • Easy and obvious ways for people to contact you for an initial discussion or quote

For small un-involved purchasing decisions

Smaller purchasing decisions (for a gift, DVD or book for example) may be influenced by many of the same thought processes as for 'bigger ticket' items, but less is at stake and often only one person will be shopping. Your shopper (your audience) will tend to be more susceptible to price promotion. Content for this style of Web site could, therefore, include:

  • Products — pictures, features, warranty and price, special offers
  • Details of your customer service including guarantee and refund policies, terms of trading, postage and package costs
  • Secure, easy shopping and payment process

For tourism businesses (example below is for holiday accommodation)

Purchasing decisions for items such as holiday accommodation are likely to involve many of the thought processes already described, but they are also emotionally led decisions. People need to know about your accommodation, but they also want to be seduced by the thought of it — so the style in which you write your content is also going to be important. Content for this style of Web site could include:

  • Unique features / selling points — beachside, top chef, river view
  • Accommodation — details of what it is and where it is
  • Facilities — details of what is included (e.g. microwave, cot) and who can be provided for
  • Attractions — what visitors can visit and see locally
  • Guest books and testimonials — what other people have said about the accommodation
  • Tariffs and special offers
  • Secure booking forms, availability checker or general enquiries form

For every type of business, Web site content should help the target audience answer their questions and remove any barriers to taking the next step. So have a think about what your target audience will see and read. Take time to make sure you look and 'sound' your best and double check that what you're saying is appropriate and easy for your customer to understand.

We welcome any feedback — send your comments to :

Regards,

The Team
Ph 0800 14 65 49
https://www.tourism.net.nz
New Zealand Tourism Online Limited
Head Office: 179 Tuam Street, Christchurch

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