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 and market performance 2. TNZ FY15 strategy 3. FY15 Campaigns 4. International media programme 5. World Cups Programme 6. Questions and Answers
INTERNATIONAL MARKET PERFORMANCE Visitor expenditure to end March Total +9% Holiday +18% Arrivals to end June Total +5.7% Total visitor stay days +11.3% Holiday arrivals to end June Total holiday +8.1% Total holiday visitor stay days +12.9%
GROWTH IN ARRIVALS IS STRONG ACROSS THE BOARD Top six markets Visitor numbers (Y/E June 2014) Holiday arrivals Holiday stay days Total (000) % trend (YOY) % trend (YOY) % trend (YOY) Australia 1,236 +4.4 +5.9 +10.8 China 240 +8.0 +9.2 +27.5 USA 212 +11.7 +15.3 +13.1 UK 194 +2.8 +4.8 +6.9 Germany 76 +16.6 +21.6 +26.7 Japan 76 +0.7-3.3-7.5 Total (all) 2,787 +5.7 +8.1 +12.9 Whilst still behind last year, Japan was up +42.1% June 14 on prior June, reflecting the strong up-swing being seen in recent months.
Number of Tourists POSITIVE SHIFTS TOWARDS QUALITY IN CHINA There has been a 4.3% decrease in Chinese shopping tours, & a 63.3% increase in Chinese independent holiday tourists. Shopping Tours Independent Holiday 59,185 56,617-4.3% 22,326 13,672 +63.3% Jan-May 13 Jan-May 14 Jan-May 13 Jan-May 14
Days in New Zealand RISING AVERAGE LENGTH OF STAY - HOLIDAY 8 7 6 Impact of China Travel Law on length of holidays 5 4 2007 2008 2009 2010 2011 2012 2013 Source: TNZ Insights Since the China Travel Law was introduced, average length of holiday stay in New Zealand has increased by one day from 6.5 days to 7.5 days in YE May 2014.
PROFOUND HOBBIT IMPACT IN WESTERN MARKETS
TITLES FY15 TNZ GO STRATEGY HERE
TNZ STRATEGY ALIGNING WITH T2025 Increase the value of international visitors. Grow a portfolio of markets & segments Drive preference to visit NZ Focus on higher value visitors Partner to extend reach Optimise delivery capability
IN 2015 THAT LOOKS LIKE Increase the value of international visitors. More investment in USA, Germany and UK to make most of momentum in these high value markets. Continue to invest in emerging markets to broaden our geo-portfolio (India, Indonesia, LATAM). Continue to create new value in selected segments to drive disproportionate value: premium, business events, special interest (cycling, golf, skiing, hiking) Leverage up-coming events (Cricket, Football) But the biggest event for tourism is the final Hobbit movie
TITLESPURE 100% GO HERE CAMPAIGN FY15
THE HOBBIT OPPORTUNITY Increased interest in New Zealand from media, trade and visitors Significant driver of visitation amongst longer staying western market visitors 14% says it influenced their decision But 1% said it was the primary reason Increased interest in newzealand.com
FROM LOCATIONS TO JOURNEY THROUGH MIDDLE-EARTH
100% PURE CAMPAIGN USA digital China digital
JOINT VENTURE CAMPAIGNS
YOUTH CAMPAIGN
MIDDLE-EARTH GLOBAL PR CAMPAIGN FAN CONTEST
THE FAN ITINERARY Fans will spend 6 days in New Zealand, culminating in the movie preview in Wellington on 6 November. Arrive in Auckland before going to Rotorua, Queenstown and Wellington. Given the fanatical nature of our guests we ve created a Hobbit heavy itinerary. Media will travel with the fans in majority We will generate a variety of content for pushing out to international media during the fans trip and afterwards
ADDITIONAL HOBBIT ACTIVITY Global Premiere and Pre-Screenings New Zealand will once again be brought to life at the global premiere and pre-screenings will engage offshore travel trade. Air New Zealand partnership Joint activity with the Airline to Middle-earth. Middle-Earth Journeys The final film may be upon us but Middle-earth is a real place that you can visit and enjoy a diverse range of experiences.
SECTION MEDIA PROGRAMME DIVIDER/ SUBTITLE UPDATE
TNZ PR PROGRAMME Hosting of international media, bloggers and opinion leaders. Providing support to targeted broadcast production projects that enable Tourism New Zealand to communicate its destination messages through existing broadcast properties with good reach. Leveraging off major events, films such as the Hobbit and opportunities as they arise (eg Royal Tour) Proactively and reactively capitalising on the demand for high quality content and generate content to widen range of assets available to publishers. Targeting key Opinion Leaders for use in PR and campaign activity to deliver the 100% Pure New Zealand message and deliver marketing reach.
THE YEAR AHEAD FY15 objectives 220 IMP visits 250 IMP outlets $90m IMP EAV 50%+ Maori element Work with your RTO to celebrate your success and communicate your news. Or news@tnz.govt.nz
TITLES WORLD GO CUPS HERE UPDATE
MEGA EVENTS IN 2015 CWC 2015 14 February 29 March 3 rd largest sports event in world Broadcast over in 200 Countries to est TV audience of 2.2 billion NZ will be hosting 21 games in 7 cities including the opening game in Christchurch 2,500 accredited media www.icc-cricket.com/cricketworld-cup FIFA Under 20s 30 May 20 June 2015 Hosted in 7 cities around NZ Cumulative audience of 500 million people Focus on Latin America Accredited media to be confirmed www.fifa.com/u20worldcup
CORE OBJECTIVES Increasing international visitor arrivals and increasing regional spread Leveraging the event to gain high reach media coverage Utilising the event to communicate Tourism NZ brand messages Ensure Government s investment is leveraged effectively through a coordinated NZ Inc. approach.
TIERS OF SUPPORT FOR MEDIA Tier 1 PR Assistance International media content: eg Football section of Tourism New Zealand s media website and the international media programme. Tier 2 Media Programme Media Centres - central information/meeting points around key matches Wi-Fi and content supplied (online; imagery; USBs; hard drives with B Roll) Tourism experience information supplied post accreditation Hosted and staffed by TNZ and RTOs Tier 3 High Impact Bespoke Media Programme to capitalise on time in regions and introduce tourism experiences including official welcome Targeting broadcasters and print from key markets (Australia, UK, India) with supporting content and assistance on the ground. Hosted by TNZ with support from RTOs
OTHER EVENTS BEING LEVERAGED Volvo Ocean Race ITU World Cup Triathlon NZ Open Golf WOW Queenstown Marathon Art Deco Festival Tarawera Ultra Marathon NRL 9 s Food and Wine Classic Crankworx Winter Games 2015
IN SUMMARY There s a lot going this year... Visitor numbers are up Visitor spend is up There s a broad range of growing regions and segments Outlook is pretty solid New events coming up to leverage The final Hobbit movie There are new opportunities to embrace together!