Tourism New Zealand and Mindshare connects destination marketing to bookings with Amazon Ads

Tourism New Zealand and Mindshare have launched a new e-commerce campaign aimed at changing how destination marketing leads to bookings.

This is the first time a national tourism board has teamed up with Amazon Ads and the campaign uses a full-funnel media and commerce approach to move high-intent travellers from thinking about a trip to actively planning and booking one.

Tourism New Zealand and Mindshare worked with Amazon Ads to create a custom storefront featuring over 120 exclusive travel deals, covering flights, accommodation, transport, packages, and experiences. Major partners include Air New Zealand, Webjet, Virgin Australia, Flight Centre, Accor Hotels, Real NZ, and others.

Andrew Waddel: 'Through this innovative partnership, we can meet travellers where they shop, and make it even easier to book a trip to Aotearoa New Zealand.'

The campaign includes advertising across Prime Video, Amazon Australia, Twitch, IMDb, and Amazon Publisher Direct (ad network).

“Working with Mindshare has enabled us break new ground - not just in media, but in how we think about converting travel intenders,” said Andrew Waddel, Regional Director – Australia, Tourism New Zealand.

"We know one of the main barriers to booking a holiday is waiting for a deal. Through this innovative partnership, we can meet travellers where they shop, and make it even easier to book a trip to Aotearoa New Zealand."

Amazon Prime members will get access to some of the best deals during the Prime Day shopping event from 8-14 July, with the campaign running until 27th July.

Gavin Gibson: 'This campaign exemplifies what’s possible when forward-thinking partners harness the full potential of the Amazon Ads canvas to drive real-world outcomes.'

“This work highlights the evolving and critical role of media agencies in orchestrating commerce-led brand experiences," Gavin Gibson, Mindshare Chief Product Officer, said.

"Mindshare’s leadership in strategy, activation, and measurement has been instrumental in collaborating with Amazon and delivering a first-to-market solution that seamlessly blends media, technology, and retail innovation."

Willie Pang, Amazon Ads Country Manager, added: "Amazon is incredibly proud to support this world-first initiative with Tourism New Zealand and Mindshare.

"This campaign exemplifies what’s possible when forward-thinking partners harness the full potential of the Amazon Ads canvas to drive real-world outcomes - transforming inspiration into action through seamless, shoppable experiences."

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