Shift has evolved.

Shift Auckland is now Digital Arts Network.

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Essential New Zealand

The app that helps you do and see more while in New Zealand

Visitors to New Zealand can now access information about tourism experiences on the go via Tourism New Zealand’s (TNZ) new iOS mobile app, designed and developed in collaboration with Digital Arts Network.

Essential New Zealand is a vital extension to the TNZ digital ecosystem as it continues the journey to an in-country experience.

Che Tamahori, DAN Managing Director, says, “This was about helping Tourism New Zealand to maintain a relationship with visitors throughout all stages of their travel lifecycle; from dreaming through to experiencing and sharing their New Zealand stories - to maximise the value of international visitors to the New Zealand economy.

“We have an amazing history with TNZ, having worked with them for over a decade. A high level of trust and a fully integrated team across client, agency and app developer allowed us to turn insightful user research into a deceptively simple, focused and gorgeous app.”

He highlights that user research and a focus on user goals was at the core of the app development process, as with any project undertaken by DAN.

“Interviews and testing with visitors to New Zealand were instrumental to the creation of the app, allowing us to gather an intimate understanding of visitors’ in-country planning processes and smartphone usage.”

Our long-standing relationship with Whybin\TBWA and DAN’s proven knowledge and expertise ensured that we were in safe hands. The entire development process was seamless.

Catherine Bates General Manager Brand and International PR
  • User research on mobile travel habits.
  • User story prioritisation workshop.
  • Iterating through designs on "The Wall".

The research formed the basis of the app, which is focused on specific consumer scenarios and points in the travel lifecycle. The app also implements a ‘create once, publish everywhere’ content strategy, leveraging TNZ’s investment in and its underlying syndication strategy. This means that the app is updated seamlessly and content is consistent across all of Tourism New Zealand's channels.

“Importantly, all the content in the app, including tourism operator listings and images are efficiently bundled with the app on download. This ensures visitors can use the app anywhere, anytime and without concern for expensive data roaming costs,” says Tamahori.

Catherine Bates, TNZ General Manager Brand and International PR, says, “We are confident that the Essential New Zealand app will deliver to its goals – that is to influence the travel decisions of visitors while in New Zealand, encouraging them to do more and see more while here.

Download the Essential New Zealand app. (iOS App Store)