Hawke s Bay Tourism Industry Update. December 2016

Size: px

Start display at page:

Download "Hawke s Bay Tourism Industry Update. December 2016"

Rosamond Alexander
5 years ago
Views:

1 Hawke s Bay Tourism Industry Update December 2016

2 Industry Update What s been happening What s going to happen What you need to know Industry Tinder Session Christmas drinks!

3 What are the stats telling us?

Five Year Story 700000 600000 500000 500,000 additional nights

4 Five Year Story ,000 additional nights since

5 4.1m+ visitor nights in Hawke s Bay each year +4.4% Commercial nights +9.5%

6 Visitor Spend in Hawke s Bay Napier $306m Hastings District $221m Central Hawke s Bay $29m Wairoa District $15m Hawke s Bay $571m (+7.6%) Year end October 2016 MRTE s MBIE

7 International visitor spend Australia UK USA China

9 Three Year Strategic Plan for Tourism In the second year of our plan Current budget from HBRC $1,520,000 Next increase needs to go to the Annual Plan in 2017 Industry contribution critical to on-going success

Hawke s Bay Tourism Strategic Picture MISSION Get visitors here

Deliver a seasonal domestic consumer marketing campaign Deliver an

Deliver the Regional Events Strategy alongside TLA partners Trade

support sector development Industry Grow and develop HBT

regularly Develop Maori Tourism capability VISION Tourism in Hawke

10 Hawke s Bay Tourism Strategic Picture MISSION Get visitors here now Doing More Coming Back GOALS FOR Consumer Marketing Deliver a seasonal domestic consumer marketing campaign Deliver an annual PR Plan and Content Strategy Deliver one visitor website Deliver the Regional Events Strategy alongside TLA partners Trade Marketing Deliver an International Trade Marketing plan Deliver & support sector development Industry Grow and develop HBT Membership Communicate with industry and key Stakeholders regularly Develop Maori Tourism capability VISION Tourism in Hawke s Bay is a vibrant and valued contributor to the region s economy VALUES Let s Get On With It!

11 Seasonal Campaign Focus

12 Domestic Advertising Schedule July August September October November December Hunker Down in Hawke s Bay this Winter Spring Fling Spring Fling Spring Fling Summer F.A.W.C! Get me to Hawke s Bay this Summer Summer F.A.W.C! Summer F.A.W.C! Summer F.A.W.C! Get me to Hawke s Bay this Summer Art Deco Weekend VIVA HB Special Art Deco Weekend Summer events cricket, cycling, concerts, Te Matatini Paid Search Paid Search Paid Search Paid Search Paid Search Paid Search Social Social Social Social Social Social

13 Domestic Advertising Schedule January February March April May June Get me to Hawke s Bay this Summer Get me to Hawke s Bay this Summer Get me to Hawke s Bay this autumn Get me to Hawke s Bay this autumn Hunker Down in Hawke s Bay this Winter Summer Events Summer Events Autumn Events Winter F.A.W.C! Winter F.A.W.C! Winter F.A.W.C! The Big & Little Easy The Big & Little Easy Marathon The Big & Little Easy Marathon Paid Search Paid Search Paid Search Paid Search Paid Search Paid Search Social Social Social Social Social Social

16 Art Deco Campaign - 14 active weeks across 3 key channels Digital Banners Remarketing to those who have engaged but not purchased tickets Video Content Displayed through Facebook, Youtube & True View Facebook Carousels Click through to ticket purchase

Summer Advertising Campaign 10 weeks $80,000

Re-marketing Video Content 3 Videos targeting

17 Summer Advertising Campaign 10 weeks $80,000 3 key channels Brand uplift study Social Canvas, carousels through Facebook and Instagram Digital Banners Prospecting and Re-marketing Video Content 3 Videos targeting DINKS, Boomers and Families, run through Facebook, Youtube

19 Customer Journey Research 10,000 + visitors surveyed Qualitative and quantitative surveys undertaken The findings will form the basis of all future activity

20 Media Media

24 Trade Activity

25 Recent Activity Winter Workshop Series completed USA Mission agents trained at 15 events (part of Explore Central North Island) Luxperience in Sydney 60 appointments

26 What s next Events, Meetings, Conference and Wedding Planner distributed in January 2017 Explore Trade Show - 12 April 2017, Auckland (registrations close 16 December) TRENZ May, 2017 Auckland Meetings 31 May - 1 June 2017, Auckland Luxperience September 2017, Sydney Contact Hamish at hamishe@hawkesbaytourism.co.nz

27 Membership

28 Changes to Membership Revised HBTIA Constitution in September Streamline membership A Tourism Operator Membership & Hospitality Business membership All members will have their own log in to the back end of our website Manage own listings

29 Website Advertising Model Any business will be able to list on the website once they become a member of HBTIA They will have full management of their listing Operators can add Hot Deals, make changes HBT will approve listings and changes Automatic renewals will be introduced, once your listing is paid for it will be live within 24 hours

30 Regional Events

19 Events up from 13 events in 2015 3 existing events, 16 new events, 3 sold out events 650 tickets purchased through Eventfinda 23 Blooming Deals up

31 19 Events up from 13 events in existing events, 16 new events, 3 sold out events 650 tickets purchased through Eventfinda 23 Blooming Deals up from 8 in 2015 Marketing material - 16-page glossy program Over 400,000 hits on Eventfinda listings At least 5,500 people attended a Spring Fling event

33 I have been to a lot of events over the world and this is one of the best wine and food festivals there is. There is something fresh every time Ray McVinnie

34 F.A.W.C! Advertising Campaign

35 F.A.W.C! at a Glance 6,234 tickets available(5,815 in 2015) 93% sold (93% in 2015, 87% in 2014) 82 events in 10 Days (75 in 2015, 62 in 2014) Generated $290,512 in ticket sales ($221,276 in 2015) This does not include tickets sold direct by the venue or walk-up revenue 35-40% were from outside Hawke s Bay 40% new to F.A.W.C! 5% of tickets sold were international 33.5% of locals bought tickets for visiting friends & family 76% intend to return next year

36 Age of our F.A.W.C!ers Visitors stayed... 24% 8% 31% years years 20% 27% 24% 16% years % 25% Friends and Family Self-contained Hotel Motel Nights spent in Hawke's Bay 31% 13% 31% 25% 1 night 2 nights 3 nights 4 nights

38 Elite Cycling & Festival of Cycling 4-8 January 2017 Ovation of the Seas (4180 pax) 5 January 2017 NZ Cricket Australia vs NZ 2 February 2017 James Taylor Church Road 5 February 2017 Tremains Art Deco Weekend February 2017 Te Matatini February 2017 Flying Fifteens World Champs Yachting 20 Feb 3 March 2017 NZ Cricket NZ vs South Africa 1 March 2017 Horse of the Year 7-12 March 2017 Festival of Hockey 1-9 April 2017 Napier Port Harbour- Hills Half Iron Man 2 April 2017 The Mission Concert 8 April 2017 National Opti Sailing Champs April (Easter) The Little Easy CHB 14 April 2017 The Big Easy (Easter) 15 April 2017 The Little Easy North - Wairoa 16 April 2017 World Masters Games April (Auckland) Air NZ Hawke s Bay Marathon 13th May 2017 Winter F.A.W.C! 9 June 9 July 2017 DHL Lions Series June/July 2017 (1-8 July)

41 Surrounding Te Matatini for the month of February

42 The Little and Big Easy Good Friday April 14 Central Hawke s Bay Easter Saturday April 15 Havelock - Napier Easter Sunday April 16 Wairoa Registrations will open in January

43 Industry Information

44 Changes to Qualmark to reflect the new health and safety legislation Impact on our trade and media famil programmes Can only use products that are Qualmark rated in trade and media famils

48 Well done to all our winners at the Tourism Awards 2016

49 Farewell and thank you Vicky Roebuck you will be missed!

50 Have a safe and prosperous summer season!

Hawke s Bay Tourism & Hawke s Bay Tourism Industry Association March 2018 Update

Hawke s Bay Tourism & Hawke s Bay Tourism Industry Association March 2018 Update Agenda Business as usual Autumn Campaign PR & Trade Website update What s coming up HBRC proposed funding changes What can