Kia ora Sarah

RE: OFFICIAL INFORMATION ACT REQUEST

On behalf of Heritage New Zealand Pouhere Taonga (HNZPT), I am writing to acknowledge receipt of your official information request below for:

"How much has HNZPT spent on a) video content production designed for social media and b) social media marketing/advertising (including but not limited to Instagram advertising? c) who is the target market for this marketing/advertising or what target parameters were used?"

We received your request on 17 April 2024. We will endeavour to respond to your request as soon as possible and in any event no later than 16 May 2024, being 20 working days after the day your request was received. If we are unable to respond to your request by then, we will notify you of an extension of that timeframe.

Your request is being handled by me. If you have any queries, please feel free to contact me at this email address. If any additional factors come to light which are relevant to your request, please do not hesitate to contact us so that these can be taken into account.

Nga mihi
Sophia Kim

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Kia ora Sarah,

 1. Thank you for your request dated 18 April 2024 under the Official
Information Act 1982.
 2. You asked, “In the past year how much has HNZPT spent on… video
content production designed for social media and … social media
marketing/advertising (including but not limited to Instagram
advertising?”  You have also asked “Who is the target market for this
marketing/advertising or what target parameters were used?”
 3. In response to your request:

Spending on video content production for social media

Last year, HNZPT did not spend any money on the video content production
designed for social media because this was created using internal
resources only. 

Target market for marketing/advertising

HNZPT usually uses social media marketing to promote memberships, retail,
and visits to HNZPT managed properties.  Generally, our advertisements use
the following parameters: regional, behavioural and interest.  Social
media allows us to target people based on demographics and interests.  The
target audiences for each type of advertisements are as follows:

For HNZPT property advertisements:

·         Based in Auckland, Wellington, Northland, Canterbury and Otago.

·         Someone who has interacted with our website or previous social
media campaigns.

·         Someone above 18 years of age.

For Membership advertisement advertisements:

·         Someone who has shown a general interest in heritage in some
capacity. (e.g. shown through algorithmic interests such as society,
Cultural history, English Heritage, Bed and breakfast, Holiday cottage
(lodging), Road trip (popular culture), MyHeritage, Cultural tourism,
National Trust for Places of Historic Interest or Natural Beauty, Cultural
heritage, National Register of Historic Places, Heritage tourism, National
Historic Landmark, Cultural travel, Day-tripper, Historic site,
Staycation.)

·         Someone whose language setting is in English (Only applicable to
membership advertisements.)

·         Someone above 18 years of age.

For Retail

·         Someone who have interacted with our website or previous social
media campaigns.

·         In terms of promotions of special occasions such as Valentine’s
Day, and Christmas, we have targeted people who have engaged with our
website, previous social media campaigns.

Spending on marketing/ advertising on social media

Please find the attached spreadsheet containing HNZPT’s transaction list
on marketing/advertising on the social media between 2022-2024.

 4. If you have any further questions or believe there is any further
information which you may require, please feel free to contact me at
[1][email address]
 5. You have the right to seek an investigation and review by the
Ombudsman of this decision. Information about how to make a complaint
is available at [2]www.ombudsman.parliament.nz or freephone 0800 802
602.

Ngâ mihi

Sophia Kim

 

References

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1. mailto:[email address]
2. http://www.ombudsman.parliament.nz/