Online Marketing Toolkit

Modern technology has made significant changes in the way today’s businesses promote their companies and products. Marketing your business online is a valuable step towards reaching your potential customers. This section provides some resources and tips for marketing your tourism business online. The Tourism New Zealand Trade Marketing Guide provides basic information on how to market and promote your tourism business internationally. Read about the steps you should take when working with media, the trade and for using online channels.


It’s a fact that visitors are increasingly using the Internet to research, find and buy products and services. In response to this, smart businesses are creating a strong online presence and using it to help grow their profits. 

One of the first steps needed to take your business online is registering a domain name – the string of characters that make up a web or email address. One example of a domain name is

Below you will find some useful information about choosing, registering and protecting your domain name. The information below is courtesy of


Domain name and Web Host

A domain name is what identifies a website or email address. It basically works like your street address does in allowing anyone in the world to send a letter to you.

There are two varieties of domain names available:

  1. Those finishing with country initials like .nz, .uk and .au (these are called ‘Country Code Top Level Domains’ (ccTLD).
  2. Those that end in, for example, .com, .biz, .net and .org (these are known as Generic Top Level Domains’ (gTLD).

If you are a New Zealand business, have a business targeted at New Zealanders, or have strong connection with New Zealand, then a .nz domain name is the obvious choice for you.

How to choose a domain name

Choosing an effective domain name is rarely as simple as just putting your business name online.

The challenge is to find a domain name that is available, simple, easy to remember and relevant to your customers.

Follow these basic steps to try and find a domain name that will work for you.

  1. Think of the words people associate with your business and the kind of words they might use when doing an online search for the products or services you offer.
  2. Try to limit it to one word, avoid hyphens and think of simpler ways to describe your business.
  3. Shortlist a few domain names and then use the ONECheck tool to see if they are available. This tool will also tell you if the company name and trade mark is available.
  4. Check to see if your shortlist of names is relevant to your customers or has any connotations that you were not aware of.

Registering a domain name

If you are registering a .nz domain name you will need to register it with an registrar.  A full list of these can be seen at

When you do register a domain name you should:

  • carefully read a registrar’s terms and conditions
  • make sure you fully understand the prices and services they are offering you
  • write down when your domain name might have to be renewed (this will help you keep track of payments and prevent you from accidentally losing your name).

The only other thing to remember when registering a domain name is that you technically don’t own it. Instead, you simply register the right to use it for a period of time.

Security and Disputes

If you register a .nz domain name you’ll be provided a password known as a Unique Authorised Domain Identifier (UDAI).

If you register a .com domain name you’ll be provided with something called an Extensible Provisioning Protocol (EPP) key.

It’s very important you keep your UDAI or EPP safe because they allow you to change the details around who has rights to the domain name. Having said that, sometimes when a site is being developed web designers and developers will ask their clients for access to these codes.  It’s up to you to judge who can be trusted with a UDAI or EPP key.

One advantage of a .nz domain name over a .com one is that New Zealand’s Domain Name Commission offers a free-to-file Dispute Resolution Service.

This service is for anyone who believes they have rights to a .nz domain name that someone else has registered. This service is a good alternative to taking legal action, which can be expensive.

Marketing your domain name

Once you have a domain name registered and a website up and running, you will need to drive online traffic to it to maximise its potential. Make sure you publicise your domain name in as many appropriate marketing channels as possible.

Don’t forget the basics – include your domain name in your:

  • business cards
  • signs and vehicles
  • advertising campaigns
  • marketing materials
  • email signatures.

For a basic introduction to online marketing, read the New Zealand Registry Services’ guide

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