Tourism operators can win their own customised digital marketing campaign – courtesy of Tourism Industry Aotearoa.
The peak industry body will award two $3000 (plus GST) campaigns aimed at expanding the domestic market of hospitality businesses.
The ‘DGiT Do It’ grant programme, now running for the second year, provides a tailored marketing package consisting of $2000 campaign advice and support from marketing agency Tomahawk and $1000 to spend on online marketing.
The successful applicant will, though, be required to contribute at least $700.
DGiT is an online tool to help tourism operators boost the value they get from domestic tourism.
It identifies the type of travellers that businesses should target domestically, when they want to visit, their motivation for travel, what else they want to do on their trip, and their preferred type of accommodation.
According to Tourism Industry Aotearoa (TIA), this information is “gold” for operators wanting to expand their domestic market and “make the most of their marketing dollars by clearly identifying the target market and how to effectively reach them”.
DGiT is the first initiative from TIA’s domestic tourism working group and is a free-to-resource which includes a how-to video, a FAQ, and tools to help access useful industry data.
One of last year’s winners, Shantytown Heritage Park, used the DGiT tool to identify key markets it could attract.
Its subsequent digital campaign saw the park grow online sales by more than 200 percent.
Shantytown had previously relied on traditional mediums like radio and newspaper to advertise their park, but the DGiT tool revealed their target market, families from the Canterbury region, was more likely to be reached online.
The park launched its first ever digital campaign, creating a family package that they promoted using social media and Google Adwords, as well as making an optimised campaign landing page to drive traffic to their website.
The result was an increase in online sales of 234 percent for the months of September to October, compared with the same period for the previous year. Its revenue via online sales increased by 279 percent for the same months.
Applicants for the DGiT grants can find details at www.TIA.org.nz