Waiheke Island VISUAL LIBRARY
THE VISUAL LIBRARY CONTACT URL: https://visuals.newzealand.com Contact: Jodi Redden (Global Brand Manager) jodi.redden@tnz.govt.nz Meg Montgomery (Visual Library Manager) meg.montgomery@tnz.govt.nz 2
VISUAL LIBRARY A CENTRAL HUB FOR ALL TOURISM NEW ZEALAND’S BRAND ASSETS Footage library Resource library Image library Visual Library 3
VISUAL LIBRARY THE NEW VISUAL LIBRARY MAKES IT EASY TO: • Search, filter and share assets • Download and share your favourites • Understand which assets work best in each market • Understand the licensing agreements, and • Enables you to get assets right away 4
REGISTRATION CLEAR AND FAST REGISTRATION 5 5
Aoraki, Mount Cook SEARCHING AND FILTERING
SEARCHING AND FILTERING A CLEAR SEARCH ORIENTED HOME PAGE 7
SEARCHING AND FILTERING TAG BASED SEARCHING USES KEYWORDS AND EXISTING TAGS 8 8
SEARCHING AND FILTERING USERS USE REAL-TIME FILTERS TO REFINE RESULTS 9 9
SEARCHING AND FILTERING RESULTS CHANGE IN REAL-TIME TO REFLECT THE DIFFERENT FILTERS 10 10
DOWNLOADING AND SHARING FAVOURITES Nelson
DOWNLOADING AND SHARING FAVOURITES CHOOSING A FAVOURITE OPENS THE FAVOURITE PANEL 12 12
DOWNLOADING AND SHARING FAVOURITES YOUR FAVOURITES SELECTED STAY IN YOUR FAVOURITES PANEL 13 13
DOWNLOADING AND SHARING FAVOURITES FAVOURITES PANELS LETS USERS DOWNLOAD, PREVIEW AND SHARE ASSETS 14 14
GET INSTANT ACCESS Coromandel
INSTANT ACCESS INSTANT DELIVERY OF ASSETS AS SOON AS TERMS ARE ACCEPTED 16 16
INSTANT ACCESS INSTANT DELIVERY OF ASSETS AS SOON AS TERMS ARE ACCEPTED 17 17
LICENSING Wellington 18
LICENSING CLEAR LICENCE TERMS SHOWN ON ASSET PAGE 19 19
LICENSING CLEAR LICENCE TERMS SHOWN ON DOWNLOAD PAGE 20 20
TOP PICKS: WHAT OUR MARKETS LIKE AND WHAT WORKS Rotorua
TOP PICKS: EDITOR’S CHOICE AND RECOMMENDED BY RESEARCH 22
EDITOR’S CHOICE CLEAR AREAS DEDICATED TO THE ASSETS THAT THE BRAND TEAM RECOMMEND 23
RECOMMENDED BY RESEARCH SHOWCASING THE ASSETS THAT TEST WELL IN PARTICULAR MARKETS 24
IMAGE TESTING RESEARCH Lake Dunstan
BACKGROUND TO THE RESEARCH APPROACH SINCE FEBRUARY 2013, TOURISM NZ HAS RUN IMAGE TESTING PROJECTS IN ALL TIER 1 & 2 MARKETS, AS WELL AS SOME EMERGING MARKETS (18-29 yo) ‘13 F M A M J J A S O N D J F M A M J J A S O N D F ‘15
BACKGROUND TO THE RESEARCH APPROACH THE PROCESS INVOLVES ACTIVE CONSIDERERS EVALUATING A LARGE SET OF IMAGES THAT COULD BE USED IN COLLATERAL, VIA AN ONLINE SURVEY TNS surveys Tourism NZ Tourism NZ curate a set Active TNS report update the of images to test in a Considerers back two Visual market reactions to key outputs Library the images • • • Survey panellists that • Consider any An interactive dashboard Where appropriate, TNZ can be identified as hypotheses / internal allowing users to explore incorporate key findings Active Considerers are judgements that need each image’s into the Visual Library – to be challenged or invited to complete a performance on key e.g. tagging photos as top 15-20 minute online verified measures, by segments of performers • survey Ensure images align interest (e.g. age, gender, with overall marketing interest in activities / strategy experiences featured in • Group images into the images) • themes according to A visual summary of the what experiences / top 20 and bottom 20 activities / landscapes performers, with key the images might insights emerging from ultimately be used to the exercise • project TNS workshop / present the results to TNZ stakeholders for discussion
BACKGROUND TO THE RESEARCH APPROACH WE’VE EVOLVED AND FINE -TUNED OUR METHOD ALONG THE WAY AND NOW HAVE A CLEAR APPROACH TO ROLL OUT FOR FUTURE PROJECTS What does a typical image testing questionnaire cover? We get Active Considerers to tell us ... • Which of the activities / experiences covered in the image set they are aware of , and would be interested in doing if on holiday in NZ • We then show them the full image set and ask them which images they find appealing or not • How they rate a random selection of images on a number of key diagnostics – affective impact, relevance, novelty, uniqueness, clarity • Which images they would put into an online photo album to share with their friends • What sorts of things they would like to see more or less of when it comes to pitching NZ as a holiday destination (open-ended / free response)
HOW THE RESEARCH IS BEING UTILISED TNS HAS ENGAGED WITH THE TOURISM NZ BRAND TEAM TO INCORPORATE THE VOICE OF THE ACTIVE CONSIDERER INTO THE VISUAL LIBRARY Image testing results are incorporated into the new BAM website... • Library images that tested in the top 20 for an image testing project are flagged on the Visual Library website as “Top Performers - Based on Research” for that market • A short description is included with top performers that covers the key diagnostics and/or the key segments that the image performed best on • Note that only select library images have been tested Top Performer - Based on Research: Top performer in the Youth market at building long-lasting brand memories (2014). Performed well at showing a fun & enjoyable experience.
WHAT HAPPENS NEXT? Marlborough Region
WHAT HAPPENS NEXT Multi-language versions of the site are being developed for overseas markets Moving footage will be integrated in the coming months Resources (i.e. logos, brand guidelines) will be integrated in the coming months 31
END Southland
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