Press release
Destination-nz.com travel website blazes a trail for 'experiential' travellers
The new-look destination-nz.com experiential travel website
Touted by Lonely Planet New Zealand as a “resourceful site with an excellent listing of websites’’, this year destination-nz.com celebrates ten years on the web. Since its launch in 1997 the site has been at the forefront of New Zealand travel resources, offering in-depth information for tourists on New Zealand tourism, travel, entertainment and travel itineraries. In its new incarnation, the site aims to provide even more information than before.
With over 250 base pages of travel information and operator listings covering accommodation, transport, activities and attractions, destination-nz.com aims to be the most comprehensive, definitive and user-friendly New Zealand travel website. But there’s another key aspect of the new website that differentiates it from other travel resources, and that’s wrapped up in the buzzword “experiential”.
Experiential marketing is a hot topic in the travel industry. Rather than enticing would-be visitors to a destination based on what they will see (think pictures of pretty landscapes), experiential marketing aims to give travellers a taste of what their vacation will feel like. It may sound a little touchy-feely, but it’s giving the New Zealand tourism industry an edge over other destinations. Tourism New Zealand are on board with the concept and have just launched a new experiential advertising campaign – a YouTube version of their television ad is already embedded on the destination-nz.com home page.
“Define your experience” options on destination-nz.com invite users to imagine the kind of holiday they want: restful and relaxing, adrenaline-pumping, or perhaps one focused on cultural experiences. There’s also a fun section titled “Live Like a Kiwi” that aims to give readers the feel of real Kiwi lifestyle and pop culture. There are links to YouTube videos of Kiwi musicians, a “Kiwi-ese” dictionary of colloquial slang, and even recipes for Anzac biscuits and Pavlova, giving travellers a chance to have a taste of New Zealand before they arrive.
Even with the vast wealth of information currently on destination-nz.com, TML Publishing CEO Andrea Rickerby is quick to point out that the current incarnation of the website is only Phase I, with major ‘interactive socialisation’ features planned for Phase II.
“We’ve got our finger on the pulse of key trends and developments happening in the online sphere,” she explains. “The popularity of blogging, podcasting, instant chat, online forums and the trend towards video-sharing and social networking utilities like YouTube and Facebook are changing the way people interact on the web. We’ve got plans to evolve destination-nz.com to incorporate more interactivity and enhance the user experience. It’s going to be like no other travel site out there.”
TML Publishing has a long history of being one step ahead of technology trends – they were early adopters of internet technology and were among the first to produce promotional CDs and DVDs for the travel industry – and if their history is anything to go by, the destination-nz.com website will continue to push the boundaries of current technology.
As for those travellers who prefer to have a more traditional non-virtual hard copy of their travel information, TML Publishing also publishes a companion destination-nz.com New Zealand Travel Guide. 180,000 copies of the full colour glossy A5-size publication are distributed FREE at key tourism gateways nationwide including the official i-SITE visitor centres, and it’s also carried in the seat pocket of Qantas Airways New Zealand domestic services.
TML Publishing
39 Carlyle St
PO Box 13717
Christchurch
New Zealand
Phone +64 3 366 3340
CEO Andrea Rickerby
andrea@tmlpublishing.com
Travel Media and Leisure Publishing Ltd is a small company with a big reputation in New Zealand and around the world.
With a history of producing travel guides for inbound visitors to New Zealand and directories for an international audience of travel wholesalers and retailers, TML Publishing now produces a range of titles around the core themes of travel and leisure. In print and online, TML Publishing leads the way with innovative and informative guides to New Zealand travel, leisure and lifestyle.
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