-
All your questions from Destination: Digital 2024 answered
There were so many great questions at Destination: Digital 2024 and not enough time to answer them all! Here’s the insights and responses from the speakers to get you up to speed.
Roscoe – Roady
For the content pillars – what would you say is the big difference between inspirational and entertaining?
- Inspirational content is motivational/uplifting content. This could be content that sparks wanderlust and encourages travel. Some examples include cinematic-style travel videos, stunning drone shots, travel guides and tips.
- Entertaining content is lighthearted content that make your audience smile/laugh. Examples include jumping on trends, memes, skits, behind the scenes content — Zorb do a great job of this.
Should the visuals in social media reels or carousels speak for themselves, or is adding text on top essential to convey the message effectively?
Epic visuals always wins hands down, but why not give your content the best chance of appealing to the broadest audience possible? The key is making the content 100% obvious and universal. The viewer needs to understand what value they are going to get by watching your reel or viewing your carousel within the first 3 seconds. If your visuals leave the viewer guessing, many will swipe to the next post.
Do you recommend captions on all videos?
Yes, I’d recommend captions on all face to camera or voiceover style videos. 20% of Instagram users consume video without sound, so doing this gives your video the best chance of appealing to a broader audience. I’d also recommend adding the captions within the IG or TT app. These platforms favour content that utilises their native features and it also gives you the benefit of SEO (which isn’t picked up when captions are added in third party apps).
If you put text on a carousel image does that affect the social media algorithm in terms of seeing your content as an ad or spammy?
No not at all, both IG and TT have features that enable you to add text to carousels within their apps. The key is to make the text tasteful. I’d recommend getting a designer to design you some text post templates in Canva to give you consistency and so that your SM specialist can drag and drop images and easily reproduce similar style posts.
How different should the same piece of content be between Reels and TikTok to get picked up by their respective algorithms?
There’s no harm in posting the same video to both channels. TikTok however tends to favour slightly more raw, unpolished content than Instagram. Your iPhone is your best friend when it comes to TikTok. Ultimately if you focus on providing value in your videos they will perform well across a range of platforms.
What is the calculation you do for average reach? Do you add total number of stories, reels and posts?
I would just focus on reels and posts here and separate the two. You could do this fortnightly.
Reels: Total fortnightly reach divided by number of reels = average reach per reel
Posts: Total fortnightly reach divided by number of posts = average reach per post
How can I find some smaller scale influencers to work with? Is this still a worthwhile exercise?
Yes, micro/nano influencers are worth looking at. Typically they have smaller, more engaged audiences than the bigger scale influencers. The key is to create good systems to attract, brief and manage these relationships, as you need a higher volume to achieve the same reach/impact as you would working with bigger influencers.
You’ll likely find that your micro/nano influencer scheme will grow with momentum. As you start working more with micro/nano influencers, others will take note that you are a company who does these collaborations and likely reach out if they are interested.
Antz Longman – Central Otago District Council
How did the Lake Dunstan Trail get together? This is obviously stepping away from biking, but running is a large market too.
The Lake Dunstan Trail is part of a wider initiative to connect the Great Rides in Central Otago with the Queenstown Trails network. This has been a community led initiative that received an investment of $7 million, part of an agreement between the NZ Government, Central Lakes Trust and the Otago Community Council to fund trails in Central Otago. The Lake Dunstan Trail now stands as a key asset for our community, skillfully built and being maintained at a high standard for today and for the future. The trail is multi-use and it’s full name is the Lake Dunstan Cycling & Walking Trail.
In terms of running, the trail is widely used by local and visitors for walking and running. Also, in September 2024 the trail partnered with a local events organiser to run the inaugural Lake Dunstan Trail Marathon, the event helped raise funds for trail maintenance.
Is there options to book through the trail website? Also have you seen this as a blocker for path to purchase for the trails at all? How do you measure success?
The Trail Hub is focussed at the top of the funnel with inspiration and education content. One of the KPIS for the website is referrals to RTO and Trail Trust websites. Once the user is on the specific RTO or Trail Website they are able to connect with individual operators that provide services on, or along, the trails. The individual RTO and Trusts have various methods of tracking their own path to conversion or referrals. We also track how much content is shared via partners and third parties through social media channels.
As a RTO it’s important to provide stats to our operators, are there any known ways to track a referral beyond the to clicks?
The trailhub.co.nz site is focussed on content and sending referrals to key partner sites which is tracked through Google Analytics. Our RTO website is set up to track a range of actions performed on operator listing pages including; click to call (mobile/freephone), email, social media, website, book now.
Is there any real time data on visitors?
The Great Rides have data-counters at several points along each trail. This enables tracking of user numbers, direction of travel, and user type. The counters are a reference point for Trail Managers, Trail Trusts, DOC, RTOs, MBIE and NZ Cycle Trail Inc.
NZ Cycle Trail Inc also requires each Great Ride to source user surveys from those using the trails to help understand the economic impact, user types, reasons for travel, and opportunities for enhancement.
If you’ve ridden one of Otago’s Great Rides then please click here to complete a trail survey!
Ryan Wilmshurst – Maverick Digital
Which video style sells more? Gets more clicks?
Variety is key! Generally engagement comes from more authentic (feature real people and real places) and less polished content, where the content and text marry up to match the viewer’s expectations. Surprising, unexpected and relatable content tends to get the most clicks – stay on brand but don’t feel you have to push your products in an obvious or traditional way.
In terms of websites, once people are on yours – what is key to keep things interesting on there, as it’s a kind of away from the social media aspect?
Plenty – and we always recommend reviewing new website landing pages from the eyes of a brand-new traveller who knows nothing about your product, before you push ‘publish’. Feature large visuals (header videos are great for this), big inspiring headlines, bite-sized stories and a layout that’s built for discovery and exploration. Don’t sell product features straightaway but sell the dream, the emotions, the feelings, and allow the user to learn more about your why, not just your what. Then subsequently comes the planning/logistic pages (use FAQ’s to influence your content here) and the how.
Which SEO keyword research tool do you recommend?
Start with simply typing keywords into the TikTok search bar and look at the auto-fill predictions to see what some of the top searches are. SEM Rush and Google Search Console are also really useful.
Don’t forget to fill out the post-event survey if you haven’t already, and go in the draw to win a free ticket to Destination: Digital in 2025!
#MAVERICKTOURISM
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
Throwback Thursday to our tourist takeover at the B:HIVE for Halloween last month 👻 We may work in tourism, but this year, we took the role seriously and dressed up as stereotypical (and scarily-realistic!) tourists: Hawaiian shirts, cameras in hand, and snapping photos at every chance we got!
#Tourismindustry #DigitalMarketing #BooHive #Halloween2024
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
📢 One week to go until Destination: Digital - The Playbook kicks off, and this is your LAST chance to secure a spot at Aotearoa`s only conference dedicated to tourism marketers!
The buzz is building, and the final tickets are flying out the door. Don`t just take our word for it - check out what last year`s attendees had to say 👇
Get ready for game-changing insights from expert industry thought-leaders, and interactive practical workshops to set you up for success in 2025. It`s all taking place at the @bhivenz in Auckland next Tuesday, 3rd December.
🎟️ Grab your tickets before they`re all gone: link in bio!
#TourismMarketing #NZmarketing #MarketingEvents #TourismIndustry
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
Final chance to grab an Earlybird ticket for Destination: Digital 📣
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀
From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏
#Promotion #DigitalMarketing #TourismIndustry #NZ
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As our trip down Maverick memory lane continues, we`re shining a light on the highlights of 2020 and 2021. It was the years that a certain large global event threw a few surprises into the mix - and when our mantra quickly became Keep Calm and Carry On.
While international borders were closed, domestic demand remained strong and we worked alongside clients to encourage Kiwis to explore their big backyards.
We ran free weekly webinars to offer tips, tricks and tactics to the industry to pivot and drive conversions from the domestic market - and we shared our Maverick magic with tons of tourism businesses as part of the Qualmark Digital Capability programme.
🔒 Lockdowns (remember those?!) brought us together online
🐳 We kicked off our partnership with Destination Kaikōura
👩✈️ We dressed up as Top Gun fighter pilots for our team photoshoot
🌲 We climbed new partnership heights with Redwoods Treewalk
🛶 Team day saw us paddle to Rangitoto and enjoy a sunset BBQ
We all have our memories of the pandemic years - and for us, working hard to help our clients survive and thrive was a real source of pride.
Looking back, this time was key in building our resilience and agility - and helping to lay the foundations for next chapter of Maverick (more on that next week!)
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
Lets Talk
Ready to connect?
We're a team of tourism and digital experts who hang our hats on doing high impact work that affects your bottom line.
