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Why stage a Festival?. …a sporting event provides a chance to share a detailed, authentic experience of a host nation. …to bring to life the essence of the local culture in a way that an advertising campaign never can.

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Presentation Transcript
why stage a festival
Why stage a Festival?

…a sporting event provides a chance to share a detailed, authentic experience of a host nation.

…to bring to life the essence of the local culture in a way that an advertising campaign never can.

Future Brand Country Brand Index Report 2009

real new zealand festival
REAL New Zealand Festival

Biggest Festival ever staged in New Zealand and a Rugby World Cup first

Showcases New Zealand and New Zealanders, our stories, who we are and what’s important to us

Unforgettable experiences for New Zealanders and overseas visitors in every corner of the country

Reasons to follow the Rugby the long way round

what makes it real
What Makes it REAL?

A festival of Rugby. A festival of a country.

The REAL New Zealand Festival.

Comes from New Zealand communities

New Zealanders presenting events and experiences they choose for their region, area or community

real new zealand festival1
REAL New Zealand Festival

Broad Programme

On and off the field: Rugby is in our DNA

Wine and food; our industries and innovations

Our arts; our music; our cultures

Fanzones sit at the heart of a city’s festival

600 events confirmed so far with 1,000 events and experiences by Tournament time

real new zealand festival2
REAL New Zealand Festival

Engaging the nation

Beyond the 11 Match cities and 22 Host cities with events in around 50 towns and cities

Working with independent producers, event organisers, and small and large organisations including New Zealand Symphony Orchestra, NZ Rugby Union, World of WearableArt

real new zealand festival3
REAL New Zealand Festival

For everyone – whether they’re following the Rugby or not!

RWC 2011 visitors from overseas – 85,000+

Non-Rugby international visitors

New Zealanders following the Rugby

New Zealanders keen to be part of the fun but not attending

New Zealanders staying home

real new zealand festival4
REAL New Zealand Festival

Taking the long way round

45 days from start of Tournament to Finals

25 days of matches – plenty of time in between to see more, discover more and experience REAL New Zealand

Encouraging everyone to ‘take the long way round’

Urging New Zealanders to travel to – and stop in at – places they haven’t been to before

real new zealand festival5
REAL New Zealand Festival

Mapping Your Trip

Follow a team, Australia for example

First games in Auckland and Wellington

Time to explore Marlborough/Nelson (Indulge Marlborough on Sept 30) ahead of game in Nelson (Oct 1)

Explore more in Marlborough / Nelson / Wellington before Quarter Finals

Trip planner on website helps with itinerary ideas

www.realNZfestival.com

real new zealand festival6
REAL New Zealand Festival

Part of NZ 2011

Showcases New Zealand’s uniqueness through

the REAL New Zealand Festival

the REAL New Zealand Showcase

NZ 2011 Business Club

Community Engagement

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September – October 2011

Follow the Rugby the long way roundrealnzfestival.com

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