USING SPECIAL INTERESTS TO DRIVE TRAVEL. Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am

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1 USING SPECIAL INTERESTS TO DRIVE TRAVEL Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am

2 Agenda 1. Introduction 2. Special Interest (SI) overview and definition 3. Recap: TNZ FY14 SI Priorities 4. Recap: SI strategic positioning for top 4 5. SI and seasonality an opportunity 6. Special Interests and 100% Pure New Zealand Brand 7. Examples of campaign work 8. Next steps

3 TNZ Special Interest Team Chris Atkinson Marketing Manager, Sectors Lucy Thomas Marketing Projects Manager, Special Interests Mary Dai Special Interests Co-ordinator

4 TNZ Business Plan Strategic Priorities Grow a portfolio of markets that drives current opportunities and creates future market positions Optimise delivery capability Strategic Priorities Drive preference for visiting New Zealand Partner widely to activate conversion and extend marketing reach Focus marketing activity on clearly defined higher value visitors

5 Special Interest (Tier 1): Definition Special Interests = activity is the primary motivator of choice of holiday destination

6 Determining the opportunity There is an almost endless list of SI activities that potential visitors may be interested in. We need to ascertain the sweet spot based on consumers and our offering People will travel overseas for it NZ is perceived as being compelling Product offering & marketing

8 Special Interest by country Country Au China USA Germ UK Japan Walking/hiking X X X X X X Cycling X X X X X Ski X Fly fishing X X Golf X X X X

10 Naturally Breathtaking Cycling in New Zealand means you get to really immerse yourself in nature and experience diverse landscapes and trails. Target Audiences: Primary: Active Considerer Baby Boomers, 45+ Australia, UK, USA and Germany Primary: Avid Mountain Biking enthusiasts aged from Australia looking for new challenges and thrills. Key Messages: - Accessibility - Diversity of trails and landscapes - Proximity to other activities (cycling plus) - Friendly locals (supporting)

12 Naturally awe-inspiring In New Zealand we have hikes / walks for all abilities within our natural flora, fauna and landscapes so you can immerse yourself in New Zealand s natural diversity. Target Audiences: Primary: Active Considerers 45+ From - Australia, US, UK and Germany (younger). Secondary: People who might consider travelling to New Zealand and participate in hiking/walking when they are there. From - Australia, US, UK, Germany, Japan and China Key Messages: - Accessibility to unique flora, fauna & wildlife - Accessibility for all experience & fitness levels - Diversity - Friendly locals & guides

14 Courses designed by nature New Zealand is an iconic destination for golf travellers because the golf courses sit upon land that looks like it was naturally created for nothing other than for 18 perfect holes of golf. Target Audiences: Primary: 45+, high socio golf nut who travels specifically to play (or watch) golf. Mainly from - AUS, USA, China and Japan Secondary: 40+ mid-socio, multi-motivated golfers Key Messages: - Stunning landscapes - Naturally diverse courses - Proximity to other courses (trails) - Accessible to other activities

16 Naturally rewarding With naturally beautiful settings, crystal clear streams and rivers with wild brown and rainbow trout, sight fishing in New Zealand is both challenging and extremely rewarding experience for anglers. Target Audience: Active Considerers 50+ From America, Australia & Europe who travel specifically for fly fishing with other activities complementing the fishing holiday. Key Messages: - World class fly fishing (best sight fishing for trout in the world) - Diverse natural settings - Proximity to other activities fishing + - Friendly, world class guides

17 SI marketing challenge is about creating a strong foundation, then building on it Trade Channel Sector/ industry focus DM & CRM activity IMP/ Media Influencers High famil focus High Trade event/ show focus Activation Spectrum Targeted Mass Consumer IMP/ Media Online and ATL media Leveraged CRM Partner programme Foundation Building Influence the influencers New News Identify converted Foundation Building Influence the influencers Target converted via influencers Makes sense Targeted mass Leverage converted Conversion Offering Believable Ownership Targeted Mass Conversion focused Low Awareness Low Association Medium level of awareness & Association Med-High Association Strong Association Sector Development Spectrum

18 Using Special Interests to drive Ttavel Tourism 2025 strategy Productivity for profit: driving demand for regional dispersal and driving shoulder season visitation.

19 Seasonality - and Special Interests as drivers New Zealand's seasons run roughly over the following months SPRING - September, October and November SUMMER - December, January and February AUTUMN - March, April and May WINTER - June, July and August Shoulder periods therefore are early Autumn (March-April) and late Spring (October- November) Information uncovered from Special Interests data highlights possible activity driven initiatives could extend peak visitors deeper into shoulder months

20 Cycling and Hiking 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 SPECIAL INTEREST - # YR AVR Cycle Sports JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN 140, , ,000 Cycling suggest a strong shoulder opportunity with cycling interests extending right up through to march. Unexplained sharp drop off in march requires further research Hiking offers another potential activity to extend visitors into shoulder periods with peaks continuing into March Sharp drops offs during winter months from April into June 80,000 60,000 40,000 20,000 0 SPECIAL INTEREST - # YR AVR Walking And Trekking JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN Source: International Visitor Survey July June 2013 NOTE: Some variability may be present due to low sample sizes

21 Kayaking and Fishing SPECIAL INTEREST - # YR AVR Canoeing, Kayaking, Rafting SPECIAL INTEREST - # YR AVR Fishing 20,000 12,000 18,000 16,000 10,000 14,000 12,000 8,000 10,000 6,000 8,000 6,000 4,000 4,000 2,000 2,000 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN Kayaking growth begins from August offering opportunities to develop and increase overall base numbers. Major decline and trough from March through to July Fishing growth from September. Drop off during march and through the winter season. Both show peaks in January with decline after summer Christmas Source: International Visitor Survey July June 2013 NOTE: Some variability may be present due to low sample sizes

22 Golf and Wine SPECIAL INTEREST - # YR AVR Golf SPECIAL INTEREST - # YR AVR Wineries 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN Golf offers Shoulder activity opportunities with strongest numbers recorded off peak in March Wine is also a potential opportunity for Shoulder period growth as it represents very stable and extended peaks Growth begins in September, reaching peaks in January and remains consistent through till March Source: International Visitor Survey July June 2013 NOTE: Some variability may be present due to low sample sizes

23 Snow Sport (Skiing) SPECIAL INTEREST - # YR AVR Snow Sports 25,000 20,000 15,000 10,000 5,000 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN Follows obvious winter seasonal trends Strong growth from May to a peak in July with a steady decline down to almost zero in December Source: International Visitor Survey July June 2013 NOTE: Some variability may be present due to low sample sizes

24 Special Interest Seasonality Summary Special interest segments could be a key way to grow shoulder and off peak numbers. A variety of activities show increases starting earlier in September /October Many peaks extend through to March April NOTE: When competing for off peak and seasonal visitor increases we are not only competing with similar destination markets (such as Australia) but we are now also competing with the origin host country and their Domestic offers as well. For example why would a fly fishing enthusiast want to travel to NZ to fish during our shoulder and off peak months, when it is the height of the fishing season in their country of origin?

25 Core Messaging Platforms - The Special Interest proposition must be complimentary to, and underpinned by the reasons to believe the greater New Zealand tourism proposition. 100% Pure New Zealand Global and localised campaign expressions Core Positioning ATL campaigns Leverage opportunities all Travel sectors Fly Fishing Special Interest Travel Platforms Cycling M/Bike Walking Hiking Golf Targeted Platforms Targeted activity Heavy trade focus IMP/ Media Influencer Programme Focused messaging Substantiation and credentials Global SI interest proposition Image, language, key messages Core reason to Believe Competitive Differentiation Advantages

26 Special Interest and 100% Pure Brand Two ways we treat special interest areas when it comes to campaigns: As a Specific SI Campaign E.g Golf in the US Talking to golfers Run with only golf executions Media very specific to golf (i.e. Golf Link, Golf Digest, Golf Channel, etc)

27 TNZ Special Interest Golf 300x250 (USA)

28 Special Interest and 100% Pure As a hook activity in our broader 100% Pure campaign work Talking to all active considerers (general travellers) Run alongside other executions highlighting other activities (i.e. Hobbiton) Media broad (i.e. Yahoo, BBC Network, Lonely Planet, etc) Termed SI plus e.g cycling plus

29 Promotional Activity US Campaign activity

30 US Sep 13 Fly fishing campaign Trade campaign lead by Best of New Zealand Fly Fishing, partnering with TNZ and Air NZ Digital banner and a 16 page NZ dedicated fly fishing brochure available through e-book readers

35 SI - Direction for remainder of FY14 Continue asset development Investigate social media strategy

36 SI - and looking to FY15 2 Tiers Tier 1 golf, cycling, hiking, fly fishing, ski, Tier 2 Potentially.TBC Kayaking (AU) Events running/ multi sport (AU) Wine and Food

CLICK TO EDIT SUPPORTING TEXT TITLES CAMPAIGN, GO HERE PR & EVENTS UPDATE

CLICK TO EDIT SUPPORTING TEXT TITLES CAMPAIGN, GO HERE PR & EVENTS UPDATE TITLES CAMPAIGN, GO HERE PR & EVENTS UPDATE WELCOME Your speakers today: Rebecca Ingram, GM PR and Major Events Kate Necklen, GM Global Marketing Communications (Campaign) WHAT WE LL COVER TODAY 1. Overview