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DOMESTIC MARKETING

DOMESTIC MARKETING. CRAIG HAMMOND ACTIVITY THAT HAS ACHIEVED SOME GREAT OUTCOMES FOR THE DESTINATION…. Rotorua Locals Week Campaign Domestic Based Business Relationships Rediscover Rotorua Campaign. ROTORUA LOCALS WEEK CAMPAIGN Seek to provide strong motivation

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DOMESTIC MARKETING

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  1. DOMESTIC MARKETING • CRAIG HAMMOND • ACTIVITY THAT HAS ACHIEVED SOME GREAT OUTCOMES FOR THE DESTINATION…. • Rotorua Locals Week Campaign • Domestic Based Business Relationships • Rediscover Rotorua Campaign

  2. ROTORUA LOCALS WEEK CAMPAIGN • Seek to provide strong motivation to encourage locals to get out and visit Rotorua attractions • Develop local ambassadors who have had a personal experience they can share with visiting friends • and relatives staying with them over • summer. • Encourage a re-engagement of the community with the local community. • Build a strong local database of advocates for future communications whom are supportive and wanting to know more. • Great take up by 20 Rotorua Industry attraction and activity operators.

  3. ROTORUA LOCALS WEEK MEDIA • Strong local media interest • Coverage and interviews on More FM, Te Arawa FM, Rotorua TV, Weekender and The Daily Post

  4. ROTORUA LOCALS WEEK THE NUMBERS • 3196 views on landing page • 25,000 flyers delivered to every Rotorua household • 236 Downloads of PDF Flyer • 853 Links to partner Rotorua operator sites • 1143 Locals database sign ups • 93 Returned (4+) Visited Passports

  5. DOMESTIC MARKET – RELATIONSHIPS • i-SITE NETWORK • i-SITE Network – 2 Day Famil involving frontline staff from 4 Auckland Sites • Auckland City Ambassador 2 Day Rotorua Famil • Christchurch – Rotorua regional and product update • MOTORHOMES PROMOTION • Rotorua Promotional DVD handed out to every hired motorhome • Targeted during the period of the Rugby World Cup 2011 • Major suppliers KEA and THL

  6. ‘REDISCOVER ROTORUA’ • DOMESTIC CAMPAIGN • CAMPAIGN OBJECTIVES • Focused on domestic market who haven’t visited in the last 5-10 years – provide reason for them to re-engage with the region • Targeted domestic demographic markets in Auckland, Waikato and Bay of plenty • Influencing length of stays and attempting to convert some of our current day visitors into over-night stays and drive key messages around family holidays and short breaks. • Provide platform for industry to leverage direct bookings • Digital and social media action plan to drive momentum post mail drop

  7. ‘REDISCOVER ROTORUA’ • DOMESTIC CAMPAIGN • RESULTS • 27 Industry Partners • 140,000 booklets delivered to targeted households in Auckland, Waikato and the Bay of Plenty • 4,276 views rotoruaNZ.com/voucher landing page • Engaged users averaged 6.30 minutes on site – 60% higher than average • Median views of 7 pages per user – 40% higher than average. • Final wrap on booking results end of March – coded deals.

  8. ‘REDISCOVER ROTORUA’ • AA Go See Discover EDM – Rediscover Rotorua

  9. DOMESTIC MARKETING • AREAS WE ACCEPT WE NEED TO IMPROVE AND DO BETTER…. • Better engagement and identification and • promotion of Major Events in Rotorua • Dedicated development of a domestic • investment plan that looks towards • a focused 3 Year major TVC campaign

  10. DOMESTIC MARKETING • UPCOMING ACTIVITY ON THE ROAD AHEAD… • Strategic review of Rotorua’s Major Events Strategy and future direction • Establishment of a dedicated 3 year major domestic campaign for Rotorua • Industry focus group review and options discussion regarding the existing Jason’s What’s On advertising and opportunities to improve performance

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