Cutting through noise to influence positive tourist behaviours

As a tourist you are exposed to an overwhelming cacophony of messaging and communication when visiting a new country. Our challenge was to understand the optimal moments to influence tourists to ‘do the right thing’ while visiting New Zealand. Ultimately, TNZ and its partners wanted to leverage consumer insight to further evolve the tourist facing ‘Tiaki’ campaign to maximise impact with visitors to New Zealand.

Approach

With a tailored, multi-phase approach, Verian recruited participants in the airport arrivals area to take part in an app based qualitative engagement throughout their holiday. This enabled ‘in the moment’ capture of live experiences and situations, as they happened in real time throughout the holiday, and provided a powerful jumping off point for follow up interviews, allowing us to unpick thought processes and influences at specific moments in the holiday journey. The qual work was supplemented by a quant phase conducted via intercept surveys in the airport departure areas, enabling us to quantify, measure and validate tourist influences and behaviours while in New Zealand.

Solution

By applying the Verian Behaviour Change Wheel through our analysis and outputs, we were able to deliver a granular breakdown of the specific behavioural influences that would be most impactful in driving positive tourist behaviours. We also took a practical, action focused approach throughout our outputs that enabled us to provide tangible and specific campaign recommendations that could be seamlessly incorporated into campaign design and execution.

Impact

Ultimately, this research delivered TNZ with clarity on the optimal timing and tone of messages, as well as the most salient touchpoints in order to maximise the impact of TNZ’s tourist facing ‘Tiaki’ campaign. This has provided TNZ with a clear, insight-led roadmap for campaign development.

“The work was so rich, and you were both amazing to work with. From the early design stages, to managing the project throughout, to the final presentation I was thoroughly impressed by your expertise and attention to detail.”

Global Manager Insights, Tourism New Zealand