Published on : Tuesday, April 2, 2019
The government-funded organization said that after consultation within its markets and key agencies and an evaluation of trend data, it will continue activity next Monday.
Following the attacks, Tourism NZ immediately postponed all global marketing activity. Much of its $45 million annual advertising budget is spent on digital channels like Facebook and YouTube that have faced intense criticism since the March 15 attacks.
Like many other advertisers, Tourism NZ chose to cut advertising so that online advertising promoting the country wasn’t appearing together with global media stories about the attack.
Tourism NZ believed that the promotion could appear insensitive and inappropriate for readers and postponing that was standard practice among destination marketers.
The organization’s chief executive, Stephen England-Hall, said that each market would restart activity in a way that was ”appropriate to their audience” and circumstances.
Tourism NZ’s key markets include Australia, China, Britain, the United States, Germany and Japan.
Tags: Tourism New Zealand