1 / 22

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

tadhg
Download Presentation

Agenda

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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.

More Related