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TNZ Strategic Update – TRENZ Exhibitors Helping grow the New Zealand economy through international visitors April 2012

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

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TNZ Strategic Update – TRENZ Exhibitors Helping grow the New Zealand economy through international visitors April 2012

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  1. TNZ Strategic Update – TRENZ ExhibitorsHelping grow the New Zealand economy through international visitors April 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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