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Hospitality New Zealand
It all started with a purpose-built strategy
We know that there’s no such thing as a one-size-fits-all strategy, so we took the time to roll up our sleeves, get a deep understanding of Hospitality New Zealand’s goals, priorities and obstacles, and pull together a bespoke solution of short-term tactics and long-term projects. Agreeing upon a set of KPI’s around visibility, engagement and growth – we were then ready to crack into creating results.
Giving their website a glow-up
With the strategy in the bag, the next course of action was a major website project – a complete overhaul to re-shape the way Hospitality New Zealand engages with the sector online. More then just a cosmetic update – our team planned, designed and developed a bespoke website centred on delivering value for new and existing members.
The new website is a powerful hub of resources and information for hospitality businesses and stakeholders alike. With an intuitive UX, simplified navigation, engaging member portal and mobile-friendly responsiveness – it’s a digital home that works as hard as the industry it represents.
In the first 3 months since go-live, the Hospitality New Zealand website engagement rate rose 14% compared to the previous period!
Paid Media management with a punch
Hospitality New Zealand has a broad and diverse umbrella – and our performance marketing efforts have been carefully planned to help achieve a variety of objectives.
The Top 50 New Zealand Gastropubs competition saw us create a multi-channel campaign that turned into a nationwide celebration of local pubs. Kiwis jumped at the chance to champion their local, creating a heartwarming outpouring of support that smashed our targets and created genuine buzz throughout the industry.
Engagement rates were off the charts – our ads attracting pub entries saw a 21% increase in sign-ups YoY, and 31% of consumers who viewed our Meta ads submitted a vote.
Leveraging data-driven insights and efficient targeting, we’ve showcased the benefits of a Kiwi Access Card to a niche but perfectly-warm audience across Meta and Google platforms, encouraging them to learn more and apply for a card online.
At a broader level, driving membership is a core success metric, and our always-on ad approach speaks directly to hospitality professionals – communicating the benefits of joining up, and generating fresh leads for the Hospitality New Zealand team.
Social media that serves up results
Maverick’s in-house team of content specialists have taken the reins of a suite of social media channels, delivering piping-hot content that’s a blend of educational, entertaining and engaging. With Hospitality New Zealand’s overall objectives as a base, we’ve layered in a creative touch and added a good dollop of Kiwi humour to craft a range of on-brand Facebook and Instagram posts.
From drool-worthy food pics enticing votes for the Top 50 NZ Gastropubs, to FOMO-inducing reasons to apply for a Kiwi Access Card, our social strategy doesn’t just chase likes – it’s focussed on building genuine engagement and stirring action.
Launching the organic socials for Top 50 NZ Gastropubs from scratch, our social community is building nicely with a total reach of 16k and an average engagement rate of 6.5%.
Sharing our secret sauce at the HNZ Conference
It’s not just all happening behind-the-scenes either. For their 2024 conference, our team headed to Christchurch and presented a breakout session on supercharging social media to an audience of venue owners and hospo managers hungry to learn. Dishing out a range of actionable tips & tricks to level-up reach and engagement, it cemented our status as not just Hospitality New Zealand’s trusted marketing partner, but as a valuable resource for their entire membership base.
From helping small operators harness the potential of social media to supporting industry-wide initiatives that showcase the best of Kiwi hospitality, we’re committed to empowering Hospitality New Zealand and the wider sector to thrive in an ever-changing digital world. Cheers to that!
Get in touch with us to find out how we can add our Maverick magic to your hospitality or tourism business.
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