Tourism regions to share $5 million for marketing
This fund will be matched with Regional Tourism Organisations (RTO) and private sector funding to create an unprecedented opportunity to create a $10 million marketing fund, which will be particularly focused on Australia.
The joint venture funding of $10 million will see RTOs and Tourism New Zealand (TNZ) work together in order to maximise marketing impact.
“New Zealand is a collection of beautiful but diverse regions, each with its own unique attractions. This is an opportunity for those regions to use their distinctive selling points to attract Australian visitors while ensuring it is coordinated with TNZ’s 100% Pure New Zealand campaign.
“It is also a valuable opportunity to market experiences, seasons and occasions that are unique to a region,” Mr Key says.
The funding will go towards raising the profile of the following regions;
•Auckland ($1,000,000)
•Hamilton/Waikato, Bay of Plenty and Dunedin ($250,000)
•Destination Rotorua Tourism Marketing ($600,000)
•Central Park (Rotorua, Taupo, Bay of Plenty, Hawkes Bay, Ruapehu, Coromandel) ($442,000)
•Wellington, Wairarapa, Taranaki and Marlborough ($1,000,000)
•Canterbury ($775,000)
•Queenstown and Lake Wanaka ($463,000)
•Ski Tourism ($370,000)
•RTO Campaign Tracking research($100,000)
Summary of RTO Proposals<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
Tourism <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Auckland - $1,000,000
The campaign period is February through to June 2010.
Partners
Funding has been secured from Air New Zealand, Auckland International Airport, and Auckland tourism operators. A number of further partnerships have been made with Australia travel trade and airlines.
Graeme Osborne - Chief Executive Officer, Tourism Auckland
09 979 7036
Hamilton/Waikato - $250,000
Activity is planned to commence in February and run through until June 2010
Partners
Regional partners include Tourism Bay of Plenty, Destination Waikato, Ruapehu Alpine Lifts, Hamilton International Airport, Pacific Blue, and Tourism Dunedin
Key Contact
Kiri Goulter – Regional Tourism Manager, Hamilton International Airport
07 848 9046
Destination Rotorua Tourism Marketing - $600,000
Campaign elements will run throughout the first half of 2010
Partners
Rotorua District Council
Local industry contribution
Key Contact
Don Gunn - General Manager, Destination Rotorua
07 349 7282
Central Park - $442,000
Activity is planned to commence in late January with seasonal activity through until June.
Partners
Funding partners include Destination Rotorua, Taupo, Bay of Plenty, Hawke’s Bay, Visit Ruapehu, Tourism Coromandel, Ruapehu Alpine lifts and Rotorua Airport.
Key Contact
Kerryn Ralston – Director, Ralston Marketing
09 235 2641
Positively Wellington Tourism - $1,000,000
The initial campaign period for this activity will be February –June 2010.
Partners
Regional partners include, Hutt City Council, Destination Wairarapa, Destination Marlborough, Venture Taranaki. Commercial partners include Air New Zealand, Qantas Airways, Pacific Blue, local hotels
Key Contact
David Perks - Chief Executive Officer, Positively Wellington Tourism
04 916 1205
Christchurch & Canterbury Tourism - $775,000
The Christchurch ski/winter activity will commence from February in alignment with TNZ’s media schedule. The wider Canterbury message is planned to run from mid January through to May.
Key Contact
Christine Prince - Chief Executive, Christchurch Canterbury Tourism
03 353 1176
Queenstown Group - $463,000
Autumn campaign in market during Feb/Mar 2010
Winter campaign in market Apr-Jun 2010
Partners
Destination Queenstown
Lake Wanaka Tourism
Tourism Fiordland
Air New Zealand
Key Contact
Graham Budd - General Manager, Marketing Destination Queenstown
03 441 0703
Ski Tourism Marketing Network - $370,000
The campaign will be launched alongside TNZ funded ski activity in February, and run predominantly across print and online until June
Partners
Funding partners of the Ski TMN are NZ Ski Ltd, Christchurch & Canterbury Tourism, Christchurch International Airport, Destination Queenstown, Lake Wanaka Tourism, Air New Zealand, Mt Hutt Marketing Group, Cardona Alpine Resort, Mackenzie Winter Marketing and Treble Cone Ski Area.
Key Contact
Trish May – Ski Tourism Marketing Network
03 358 1355
RTO Campaign Tracking research - $100,000
$100,000 has been allocated to a research programme to monitor the performance of campaigns and to inform future campaign development and regional marketing activity. The participating RTOs agreed that setting aside a modest proportion of the funds to monitor impacts was essential.
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Tourism Auckland: Hamilton & Waikato Region: Destination Rotorua: Central Park New Zealand: Positively Wellington Tourism: Christchurch/Canterbury Marketing: Queenstown Group: Ski Marketing Group:
Research TOTAL |
$1,000,000 $250,000 $600,000 $442,000 $1,000,000 $775,000 $463,000 $370,000 $100,000 $5,000,000 |
ⓒ 뉴질랜드 코리아포스트(http://www.koreapost.co.nz), 무단전재 및 재배포 금지