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Agenda

TNZ Strategic Update – TRENZ media Helping grow the New Zealand economy through international visitors May 2012. Agenda. Importance of international visitors Current performance FY13 Business Plan Global focus Marketing approach Partnerships – trade, aviation, RTOs, operators Events

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Agenda

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  1. TNZ Strategic Update – TRENZ mediaHelping grow the New Zealand economy through international visitors May 2012

  2. Agenda • Importance of international visitors • Current performance • FY13 Business Plan • Global focus • Marketing approach • Partnerships – trade, aviation, RTOs, operators • Events • Quality • Conclusion - opportunities

  3. International Tourism is a key Export Earner for New Zealand International tourism expenditure $9.7B Full-time jobs 179,800 GST earnings $1.71B Contribution to GDP 8.6%

  4. Overall international visitor arrivals rising Source: International Visitor Arrivals YE Mar 2012

  5. But, total stay days have been flat since 2008

  6. By country, its a much more interesting picture Top5: Au, UK, Ger, US, Fr

  7. Three Year Strategy – FY13 focus • Prioritise markets and sectors for growth • Focus marketing on preference and conversion • Work with partners to • Strengthen and grow travel trade sellers • Expand inbound air capacity • Increase marketing reach & effectiveness • Leverage events

  8. A tight focus is vital Prioritise Markets and Sectors

  9. A Portfolio Approach to Market Prioritisation

  10. Prioritising Sectors that Span Geographies Specialist segments: Youth travel (pan Europe, plus US, Au) Cruise (USA, Au) Business Events (Asia, USA) Top interest areas: Travel styles: premium, honeymoon Sectors: guided hiking, skiing, cycling

  11. FY13 Marketing Approach Highly targeted, integrated, and more inspiration

  12. Segment and target active considerers with both inspirational creative and a call to action. • Keep the ‘100% Pure You’ strategy, but drop ‘you’ from the end-line. • Use highly targeted digital media for most paid media investments. • Grow social media scale and engagement. • Use PR to broaden channels – and deliver credible on-brand messaging. • Leverage major events in marcomms and PR streams. • Use newzealand.com to inspire, inform, and aid conversion. • Drive traffic to third party sites to accelerate conversion.

  13. Improving conversion on newzealand.com Activities & Tours 29% up Netreferrals 18% up

  14. Partnerships with overseas travel trade, airlines, NZ operators & RTOs expected to exceed $25M in additional funding FY12. Partnerships

  15. Partnerships are becoming more important • Why so important? • Partnerships are bringing $25M extra power to TNZ’s marketing in FY12. • They improve advertising performance. • They provide improved optics on campaign ROIs. • And they provide access to marketing assets (e.g. high value customer databases). • Aviation • To protect, as well as grow, long haul connections to New Zealand. • Travel Trade • To strengthen and grow the capability to sell destination New Zealand.

  16. Committed to an 18 month rolling events calendar sample of the shows/events • MATTA • ILTM • NATAS • CIBTM (Business) • JATA • SATTE • TTAF • Luxperience • ILTM • Vankantierberurs • ITB • IMEX Frankfurt/Vegas (Business) • ITE (Business) • Virtuoso • WYSTC • Top Resa • PURE Life • WTM

  17. The Hobbit films represent a massive opportunity to elevate promotion of New Zealand Leverage Events

  18. ‘100% Pure’ meets ‘the Hobbit’ • Creative territory: New Zealand – where fantasy is reality – 100% Pure. • Blends Hobbit themes with the visitor experience. • New creative platform expected Q1 FY13

  19. Quality Quality remains the key to growing passionate advocates

  20. TNZ has an important role in quality • i-SITEs • A revitalised board, more aligned to i-SITE owners, developing a new strategy. • Qualmark • A new team working more closely than ever on providing a quality framework for the industry, with each sector. • China ADS Programme • Focus on fair treatment of Chinese group visitors tightening up control of service delivery. • Market intelligence and feedback • Improved market information – particularly from newer markets.

  21. Conclusion – new opportunities • Asia - in particular China - is a fast emerging opportunity. • The Hobbit will help us elevate New Zealand’s message. • Increased attention to yield across the board – particularly in business, special interest areas, and China – will help protect value. • New and reinvigorated partnerships will drive more promotion of New Zealand and sustain air supply routes. • Closer collaboration with Education NZ, Immigration NZ and other NZ Inc will ensure a stronger overall New Zealand message off-shore.

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