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29 THE UNITED KINGDOM AND EUROPE TEAM Regional Marketing Communications Manager UK & Europe Vanessa Healey / Favourite place in NZ: Kayaking on the Queen Charlotte Sound Regional Manager UK & Europe Danielle Genty-Nott / Favourite place in NZ: Queenstown & Central Otago, particularly in the Autumn Marketing Executive UK & Europe Emma Banks / Favourite place in NZ: Walking up Mount Maunganui Public Relations Manager UK & Europe Kate Campbell / Favourite place in NZ: Abel Tasman National Park Premium Trade Manager Europe Kate Fenton / Favourite place in NZ: Franz Josef - a heli ride over the glacier! Trade Development Manager Europe Sandra Etter Sandra.Etter@tnz.govt.nz / Favourite place in NZ: Walking through Stewart Island s natural woodland Acting Public Relations Manager UK Rachel Sprackett Rachel.Sprackett@tnz.govt.nz / Favourite place in NZ: Exploring the Coromandel peninsula Acting Public Relations Manager Europe Emma Carter Emma.Carter@tnz.govt.nz / Favourite place in NZ: Hawkes Bay. Good weather, good food and most importantly good wine! Office & Events Coordinator Fiona McIntosh Fiona.Mcintosh@tnz.govt.nz / Favourite place in NZ: Art Deco Napier Trade Development Consultant UK & Ireland Rachel Hunt Rachel.Hunt@tnz.govt.nz / Favourite place in NZ: Lying on the beach and sipping wine on Waiheke Trade Development Consultant Europe Fenja Schiebuhr Fenja.Schiebuhr@tnz.govt.nz / Favourite place in NZ: The vineyards in Marlborough

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31 United Kingdom + Ireland CHALLENGES Economy showing improvement but overall sentiment still low, especially outside London. Low perceptions of affordability, Exchange rate / value, Increased competition closer & cheaper destinations OPPORTUNITIES Maximising leverage opportunities around strong event program in next few years (CWC, FIFA U-20, Rugby/Lions) Capitalise on Royal Tour & Hobbit legacy Further develop youth & premium sectors Gradual improvement in economy and travel outlook University fee increase offer youth opportunity Capture youth ex-australia WHV SEGMENTS Youth backpackers Independent Explorers Premium

32 UK: Develop fully integrated campaigns leveraging the Hobbit and major events, along with driving value through the premium and youth segments.

33 Germany, Switzerland, Austria CHALLENGES Affordability, distance, airline connectivity A lack of urgency Competition from short haul destinations & increased marketing activity of other long-haul destinations (Brand USA, South Africa) Very traditional media & distribution market OPPORTUNITIES Stable political and economic environment Strong interest in travel, especially long stay & long haul Well educated travel Industry, good product development (special interest) Changes to school leaving age aiding youth growth SEGMENTS Youth backpackers Independent Explorers Premium

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35 % Holiday Visitors to New Zealand What are the drivers? Proportion of International Holiday Visitors who state The Hobbit was a factor in their interest in visiting New Zealand 21% 19% 17% 14% 12% 7% 6% All Holiday Australia United Kingdom United States Of America Japan China, People's Republic Of Source: MBIE, International Visitor Survey Oct-Dec 2013 Qu: Thinking back to when you first became interested in visiting New Zealand, which of the following factors helped stimulate that interest? Germany

36 100% Middle-earth With the final film in trilogy set to screen in December 2014, brand activity will continue to leverage the positive association with The Hobbit A refreshed version of the 100% Middle-earth TVC and online creative Burst one of the brand activity launches in Germany and UK in September. Magazines, OOH and in store (Germany only), online banners, video pre-rolls, rich media Burst two will launch in December coinciding with The Hobbit release Cinema added to activity, extended to France and additional conversion marketing activity with Air New Zealand and travel operators in UK and Germany

37 Supporting partnership work

38 Campaign Plan 2014/15 - Europe AUG SEP OCT NOV DEC JAN FEB INSPIRATION 100% Middle-earth 100% Middle-earth ENGAGEMENT BRAND - Online banners, rich media, pre-roll etc BRAND - Online banners, rich media, pre-roll etc Youth targeted campaign Youth targeted campaign CONVERSION Joint Venture Activity UK & Germany Joint Venture Activity UK & Germany

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40 Newsroom Focus The Times, article on NZ Cycle Trails Wanderlust Magazine, Routeburn track feature Travel Bulletin, new TNZ trade website announcement MSN Travel, review of Aro Ha Spa Telegraph Luxury, round up of new luxury lodges

41 Trade Engagement Major shows: ITB Berlin WTM London Pure, ILTM WYSTC Dublin & Roadshow Agent training events Partnerships Product Managers workshop with Tourism Australia Famils STA global Product manager famils Mega Famil Travel Partner Conferences STA Global Travel Counsellors Hobbit launch activities

42 Special Interest opportunities In addition to the core drivers of travel to New Zealand, there are a number of special interest & travel style opportunities where European travellers are seeking a particular type of experience in New Zealand: Cycling Walking / Hiking Youth Backpackers Luxury

43 Special interest integrated programs Tour, Circulation: 64,606, AVE: $128,934 NZD, Pages: 9

44 Youth Partnership programs with key sellers including STA global Famil programs across Europe WYSTC Dublin Strong focus on motivating Europeans in Australia to travel across the Tasman

45 Premium: What markets are being targeted? 40%, nearly half of the HNWI are located in North America, with another 20% in Europe, 20% in Asia and 10% in Latin America population Germany, France, UK hold 90% of the EU s HNWI s

46 Joint marketing with relevant partners throughout Europe Marketing partnerships in targeted print media & online activity Maximising on existing HNWI Clientele Key events Pure, ILTM