The New Zealand Tourism Board has been developed for around twenty years in Hong Kong but globally speaking, it has more than a hundred year history. It can be say as a tourism board with long history. New Zealand Tourism Board in Hong Kong bears an imperative mission: to attract more tourists travel to New Zealand and make it a famous destination of Hong Kong tourist.

Hong Kong people are not familiar with New Zealand, to most Hong Kong people, New Zealand is relaxed, beautiful and paradise like. Instead of these, actually New Zealand has many exciting outdoor activities suitable for tourist. For example: Bungy jump, torrent adventure, mountain biking and etc. Therefore, we would like to introduce the vivid side of New Zealand to Hong Kong people and the website becomes a very important channel to promote New Zealand. We not only provide informative content on the website but also push it further and penetrate to internet user.

During the SARS period in 2003, we found that more and more people search on the internet. We found the results of traditional advertising are not obvious and limited in advertising budget, we start to use internet to promote our New Zealand. We start to use Google AdWords and placement targeting since early 2008 and successfully drove a lot of targeted internet user to view our website.

Our targets are the rich and well-educated people who love to search travel information from the internet. Since we use Google AdWords to advertise, web traffic has increased a lot and it is very cost effective.

Together with Google’s Placement Targeting function and their giant search partner network, our advertisement can be placed on websites that our target groups always visit. The customers brought by Google AdWords were of high quality and met our expectation. We are so surprised by the results of Google AdWords, there are 15% increase of Hong Kong tourist from Oct to Dec 2008.

Moreover, Google AdWords provides us detail reports to help us understand the traffic and background of the website viewers. E-advertising is very flexible, can evaluate ad performance instantly and change marketing strategy at any time. These are what traditional advertising cannot be compared with.

We will continue to use the service provided by AsiaPac---Google AdWords authorized reseller as their one-stop solutions service from AdWords text ads, banner design, ad placement to ad evaluation are very comprehensive. Under economic recession period, we will lower the budget on traditional advertising and shift the budget to advertise on Google AdWords.