DQ Marketing general manager Graham Budd said a range of measurement tools, including the Regional Visitor Monitor (RVM) research and the website measurements, demonstrated the success of this year's campaign.
The DQ autumn campaign was designed to promote the Queenstown area at a beautiful time of year, with value-added deals highlighted through the website and supported by advertising that targeted Auckland, Wellington, Christchurch and the lower South Island "drive" market.
The website measurement had shown a 15% increase in visits over the autumn months.
Web analysis showed the Auckland and Wellington markets had increased over the same months - Auckland up 13.6% and Wellington up 9% compared with last year's figures, Mr Budd said.
Awareness of the True Colours campaign measured through the Regional Visitor Monitor, which tracks qualitative satisfaction in the region and motivations to travel, demonstrated 73% of domestic visitors had seen advertising for the autumn campaign.
A further 10% of domestic respondents indicated the True Colours campaign influenced their decision to visit the region during autumn.
"The RVM also shows us that from those interviewed, newspaper advertising was most effective, along with our website," Mr Budd said.
The information would be used by DQ when considering the 2009 autumn campaign, analysing all marketing and promotion methods to develop and implement a successful campaign next year.
Statistics New Zealand figures comparing the June quarters showed Queenstown attracted an average 0.5% more guest nights than it did last year.
