Tourism New Zealand has become the first national tourism board to collaborate with Amazon Ads on a commerce-led campaign designed to transform how travellers book holidays.
The campaign, with media agency Mindshare, features a custom Amazon storefront showcasing more than 120 exclusive travel deals across flights, accommodation, transport, packages and experiences from major partners including Air New Zealand, Webjet, Virgin Australia, Flight Centre and Accor Hotels.
"We know one of the main barriers to booking a holiday is waiting for a deal," said Tourism New Zealand regional director for Australia 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 partnership represents a full-funnel media and commerce strategy designed to shift high-intent travellers from passive consideration to active planning and booking. The deals are supported by advertising across Prime Video, Amazon Australia, Twitch, IMDb and Amazon Publisher Direct.
Amazon Prime members will gain access to some of the best deals during the Prime Day shopping event July 8-14, with the campaign going to July 27.
The initiative marks new ground for destination marketing, moving beyond traditional advertising to create direct booking opportunities within the Amazon ecosystem.
Mindshare chief product officer Gavin Gibson said the work highlighted the evolving role of media agencies in orchestrating commerce-led brand experiences.
"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," he said.
Amazon Ads country manager Willie Pang said the campaign exemplified what was possible when partners harnessed the full potential of Amazon's advertising platform.
"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," he said.
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