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realestate.co.nz’s audiences travel further for you
Travel industry case study April 2018
The situation
New Zealanders love to travel. 250,000 of us head abroad every month.* So you’d be forgiven for thinking that selling travel experiences to Kiwis should be easy. Our embrace of e-commerce means the industry is tougher today than ever before. This is partly because calling the South Pacific home means Kiwis search for the lowest prices and a competitive offer is only ever a click away. In digital marketplaces, success depends on your ability to target the right offers to the right audience segments at exactly the right times.
The challenge
There is strong seasonality in when we choose to travel. Vacations peak around the school holidays in July when many escape the NZ winter, and again in December with summer holiday visits to friends and family. Once upon a time we read travel guides, quizzed friends or spent months dreaming before we spoke to an agent about helping us experience our ideal holiday adventure. These days it’s easier to make plans or take breaks at short notice. It seems the whole world is always on special with year-round travel deals online. The true opportunity is to convert Kiwis into hot leads with offers that are relevant to the tasks we perform online. Merely interrupting our habitual digital routines won’t engage us anymore.
The solution: realestate.co.nz
As New Zealand’s leading online property resource, realestate.co.nz showcases the most property listings from real estate agents all across New Zealand. But how are property buyers relevant to the travel industry? Every month realestate.co.nz attracts 1 million unique browsers from a wide variety of New Zealanders at critical moments of truth in their lives. When we buy, rent or move into a new home we can experience significant changes. Around these pressure points many of us choose to take a break or even ‘put our dream holiday on the mortgage’. The insight that realestate.co.nz offers into our users makes us an ideal partner to target high value consumers all across New Zealand in a wide range of categories.
Our approach
A travel industry client of ours tested realestate.co.nz’s ability to provide highly qualified audiences and convert them into paying customers in one of the quietest periods of the year. Over the September-November period, one of New Zealand’s largest travel brands ran a campaign to promote their ‘best in market’ travel deals campaign.
The campaign used a medium rectangle (300x250) banner for three months across several major New Zealand publishers. KPIs were based around clicks and conversions. They chose realestate.co.nz to showcase their offer to a highly engaged audience in a premium environment.
The results
Lowest prices guaranteed. This was a test to see who delivers the best results most efficiently. realestate.co.nz delivered strong results for the client as a stand-alone publisher compared with other publishers on their schedule:
- With a cost per click of $8.20, realestate.co.nz delivered the lowest cost per acquisition on the schedule and was five times more efficient at conversions than the three other publishers tested.
These results highlight the effectiveness of realestate.co.nz’s reach and engagement with a qualified audience for a leading travel industry organisation.
- The characteristic that makes realestate.co.nz’s users so valuable is their active engagement in an online hunt. They’re a task-focused audience drawn from many unique Kiwi segments.
Unlike other sites’ casual visitors, realestate.co.nz’s users aren’t habitually browsing before they answer their morning emails. They’re highly engaged in the entire experience and receptive to relevant offers.
*New Zealand Department of Statistics 2018 seasonally adjusted monthly average.
