newzealand.com to be upgraded
Tourism New Zealand's consumer website newzealand.com will undergo a significant technology upgrade over the next two years to ensure its ongoing success into the future
The work is to replace newzealand.com's technology platform, which was originally developed to launch Tourism New Zealand's digital presence and the 100% Pure New Zealand campaign in 1999.
Director of Marketing Andrew Fraser says while the site has won several awards over the years, the technology it uses has required increasing levels of customisation which results in greater complexity.
"We need to simplify our platform to ensure that our digital activity continues to deliver results for the industry," says Andrew.
The primary role of newzealand.com is to deliver the 100% Pure New Zealand campaign and connect consumers with information and tourism product so they can plan and book a New Zealand holiday.
There are 20 versions in nine different languages delivering market-specific content.
In the 12 months to July 2016, newzealand.com attracted 33 million visits and generated 2.9 million referrals to travel partners and industry, representing a massive +35% improvement year-on-year.
The site is critical to Tourism New Zealand's 100% Pure New Zealand campaign with all activity directing consumers to newzealand.com. It hosts around 5000 operator listings.
Andrew says the project will be completed in separate stages to minimise disruption and ensure business continuity. It is expected to take two years to complete.
"It is unlikely that consumers or operators will be affected by the platform upgrade but the staged approach means any anticipated changes will be well signalled and communicated in advance."
More than one partner may be appointed and work is expected to begin in earnest early in 2017.