VISUAL LIBRARY THE VISUAL LIBRARY CONTACT URL: - - PowerPoint PPT Presentation

Waiheke Island

VISUAL LIBRARY

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

THE VISUAL LIBRARY

CONTACT

2

VISUAL LIBRARY

A CENTRAL HUB FOR ALL TOURISM NEW ZEALAND’S BRAND ASSETS

3

Image library Footage library Resource library

Visual Library

• 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

VISUAL LIBRARY

THE NEW VISUAL LIBRARY MAKES IT EASY TO:

4

5

REGISTRATION

5

CLEAR AND FAST REGISTRATION

Aoraki, Mount Cook

SEARCHING AND FILTERING

SEARCHING AND FILTERING

7

A CLEAR SEARCH ORIENTED HOME PAGE

8

SEARCHING AND FILTERING

8

TAG BASED SEARCHING USES KEYWORDS AND EXISTING TAGS

9

SEARCHING AND FILTERING

9

USERS USE REAL-TIME FILTERS TO REFINE RESULTS

10

SEARCHING AND FILTERING

10

RESULTS CHANGE IN REAL-TIME TO REFLECT THE DIFFERENT FILTERS

Nelson

DOWNLOADING AND SHARING FAVOURITES

12

DOWNLOADING AND SHARING FAVOURITES

12

CHOOSING A FAVOURITE OPENS THE FAVOURITE PANEL

13

DOWNLOADING AND SHARING FAVOURITES

13

YOUR FAVOURITES SELECTED STAY IN YOUR FAVOURITES PANEL

14

DOWNLOADING AND SHARING FAVOURITES

14

FAVOURITES PANELS LETS USERS DOWNLOAD, PREVIEW AND SHARE ASSETS

Coromandel

GET INSTANT ACCESS

16

INSTANT ACCESS

16

INSTANT DELIVERY OF ASSETS AS SOON AS TERMS ARE ACCEPTED

17

INSTANT ACCESS

17

INSTANT DELIVERY OF ASSETS AS SOON AS TERMS ARE ACCEPTED

18

Wellington

LICENSING

19

LICENSING

19

CLEAR LICENCE TERMS SHOWN ON ASSET PAGE

20

LICENSING

20

CLEAR LICENCE TERMS SHOWN ON DOWNLOAD PAGE

Rotorua

TOP PICKS: WHAT OUR MARKETS LIKE AND WHAT WORKS

TOP PICKS: EDITOR’S CHOICE AND RECOMMENDED BY RESEARCH

22

EDITOR’S CHOICE

23

CLEAR AREAS DEDICATED TO THE ASSETS THAT THE BRAND TEAM RECOMMEND

RECOMMENDED BY RESEARCH

24

SHOWCASING THE ASSETS THAT TEST WELL IN PARTICULAR MARKETS

Lake Dunstan

IMAGE TESTING RESEARCH

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

Tourism NZ curate a set

• f images to test in a

market TNS surveys Active Considerers reactions to the images TNS report back two key outputs Tourism NZ update the Visual Library

• Consider any

hypotheses / internal judgements that need to be challenged or verified

• Ensure images align

with overall marketing strategy

• Group images into

themes according to what experiences / activities / landscapes the images might ultimately be used to project

• Survey panellists that

can be identified as Active Considerers are invited to complete a 15-20 minute online survey

• An interactive dashboard

allowing users to explore each image’s performance on key measures, by segments of interest (e.g. age, gender, interest in activities / experiences featured in the images)

• A visual summary of the

top 20 and bottom 20 performers, with key insights emerging from the exercise

• TNS workshop / present

the results to TNZ stakeholders for discussion

• Where appropriate, TNZ

incorporate key findings into the Visual Library – e.g. tagging photos as top performers

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
• r 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)

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

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

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

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.

Marlborough Region

WHAT HAPPENS NEXT?

Resources (i.e. logos, brand guidelines) will be integrated in the coming months Moving footage will be integrated in the coming months Multi-language versions of the site are being developed for overseas markets

WHAT HAPPENS NEXT

31

Southland

END