December 11, 2018 The Team Ben Hutton Marketing Manager Kerryn - - PowerPoint PPT Presentation

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December 11, 2018 The Team Ben Hutton Marketing Manager Kerryn - - PowerPoint PPT Presentation

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Hawkes Bay Tourism Update December 11, 2018 The Team Ben Hutton Marketing Manager Kerryn Ralston Tourism Manager AKL based Megan Best Marketing Coordinator Lucy Damen Content and Media Coordinator Helen Jackson Membership

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Hawke’s Bay Tourism Update December 11, 2018

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The Team

Ben Hutton Marketing Manager Kerryn Ralston Tourism Manager – AKL based Megan Best Marketing Coordinator Lucy Damen Content and Media Coordinator Helen Jackson Membership Coordinator Lisa Sampson Finance and Admin Molly Baldwin CHB Tourism Coordinator

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Hawke’s Bay Tourism Board

  • George Hickton – Chairman and Independent Board Member
  • Neil Barber - Deputy Chair
  • Dave Simmons – Independent Board Member
  • Hinewai Hiwaikirangi – Maori Representative
  • Michael Henley – HBTIA Board representative
  • Tom Belford - Hawke’s Bay Regional Council representative

HBT & HBTIA Board

Hawke’s Bay Tourism Industry Association Board

  • Neil Barber - HBTIA Chairman, Masonic Hotel
  • Megan Harris – Deputy Chair - Inhouse Marketing
  • Michael Henley – Aotearoa Fine Wines of NZ and Hawke’s Bay

Wine Growers

  • Louise Stobart – Birdwood’s Gallery
  • Di Ross – Cottages on St Andrews
  • Rebecca Tacon – Planit Events
  • Hamish Prins – Prinsy’s Tours
  • Charles Ropotini – Napier City Council
  • Shaun Bates – Hospitality NZ
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Agenda

What are the stats telling us? What have we been up to The Summer ahead

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So, what are the stats telling us?

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Latest stats year end October 2018

$6 $646 46m

visitor spend

+4.4% .4%

Overal rall l nights ts spent nt in region

  • n
  • 0.5%

5%

Comme mmerc rcial al Acco commo mmodati dation

  • n

+0% +0%

1.2 .222m nigh ghts

Privat ate e Household sehold stays ys

  • 1%

1%

2.9 .936 m nigh ghts ts

AirBN BNB B room m night hts s booked ked 79% 79%

155,3 ,315 night ghts s (entire tire place) ace)

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Seasonal spend growth

Over r 3 year ars Summe mmer r +14% +14% Autumn umn +13% +13% Winter er +16% +16% Spri ring ng +22% +22% This year ar Summe mmer r 18

  • 2%

2% Autumn umn 18 +3% 3% Winter er 18 18 +6% 6% Spri ring ng 17 17 +13% +13%

$0.0m $20.0m $40.0m $60.0m $80.0m $100.0m $120.0m $140.0m $160.0m 2015 2016 2017 2018

Summer Autumn Winter Spring

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This year ar Summe mmer r 18 +98 98% Autumn umn 18 +65% 65% Winter er 18 18 +57 57% Spri ring ng 17 17 +148% 8%

  • 1,000,000

2,000,000 3,000,000 4,000,000 5,000,000 6,000,000

2016 2017 2018

Summer Autumn Winter Spring

AirBNB revenue growth

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What have we been doing?

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Consumer advertising

  • Spring Fling, Central Hawke’s Bay
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Consumer advertising

  • Spring Fling, Central Hawke’s Bay
  • AA Great Spot promotion
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Consumer advertising

  • Spring Fling, Central Hawke’s Bay
  • AA Great Spot promotion
  • Summer F.A.W.C!
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Summ Summer er F.A.W. F.A.W.C! C! 2018 2018 at a gla at a glance nce

  • 5,105 tickets available(5,029 in 2017), 75% tickets were sold (91% in 2017).
  • 60 events in 10 Days (76 in 2017, 82 in 2016)
  • Generated $271,335 in ticket sales ($290,512 in 2017) This does not

include tickets sold direct by the venue.

  • Great feedback across all events
  • F.A.W.C! Day Out will be held again 2 November 2019 at Black Barn.
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Consumer activity

  • Spring Fling, Central Hawke’s Bay
  • AA Great Spot promotion
  • Summer F.A.W.C!
  • Tourism NZ-led North Island Touring Campaign
  • Lots of paid promotion through social media
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Consumer activity

  • Spring Fling, Central Hawke’s Bay
  • AA Great Spot promotion
  • Summer F.A.W.C!
  • Tourism NZ-led North Island Touring Campaign
  • Lots of paid promotion through social media
  • Revamped database acquisition & email comms
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Google DMO Partnership Programme

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Media, PR & Content

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Recent media famils

  • GQ & Coveteur magazines
  • China key opinion leaders
  • The Guardian & Evening Standard
  • AWOL – Australian travel website
  • Reader’s Digest Canada
  • National Geographic Traveller & Food
  • EIC on the Move – Philippines travel show
  • Viagens ao Redor do Mundo – Brazilian travel show
  • Good Food Australia
  • Otago Daily Times
  • Dish magazine
  • NZ Woman’s Weekly
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Hot tips for visitors

  • We need your intel – lots of it.
  • What’s new or noteworthy? What’s in season? What have you discovered?
  • Doesn’t matter how big or small, we want to hear about it all.
  • Send it to Lucy Damen
  • lucyd@hawkesbaytourism.co.nz
  • 021 440 782
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www.hawkesbaynz.com

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SUMMER AUTUMN WINTER SPRING

  • 2%

36% 59% 46% DOMESTIC INTL 34% 11% AKL 26% WLG 76%

  • 17%

CHC 51% HAM TGA 23% PMR 26% ROT 21%

407,225 sessions Up 30% YOY New users up 20% Returning up 58%

Website YOY growth (12 months to 30 Nov)

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  • Have you renewed your listing?
  • You must tick a box to renew
  • Have you checked your listing – copy changes, opening times updated?
  • Opening hours over the holidays – especially public holidays – new feature
  • n website
  • New photos to add?
  • Load your Hot Deals for extra profile

Your website listing

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The Hawke’s Bay Playlist

https://www.hawkesbaynz.com/playlist/playall

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We Won!

  • The New Zealand Tourism Awards 2018
  • Industry Alignment Award sponsored by MBIE

“Hawke’s Bay Tourism had successfully aligned local councils and multiple business associations and 300-plus tourism operators to create www.hawkesbaynz.com – a one-stop-shop visitor website to promote the Hawke’s Bay region.

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Trade Marketing

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Trade Activity

New w Touri rism m Manager nager Role le fo focusing using on;

  • Inbound channels
  • Conference Market
  • Communication with our key partners, IMG members
  • Building capability
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Trade Opportunities

  • Explore New Zealand - have you registered? April 16 2019
  • TRENZ May 13-16 Rotorua
  • Craggy Range, The Crown Hotel, Art Deco Trust, Gannet Safaris, Odyssey New

Zealand, Napier Maori Tours, National Aquarium of NZ, Prinsys Tours, Kennedy Park

  • Workshop Series
  • CHB Workshop
  • Winter Workshop Series June - August
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  • 320 delegates
  • Feedback incredible
  • Visiting delegates spent $479 a day
  • Huge industry support so thank

you.

  • Hospitality NZ Conference next

October

TECNZ Conference

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  • 100 staff from NZ and

Australia

  • Amazing feedback

TNZ Staff Conference

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Molly Baldwin confirmed as permanent Tourism Coordinator CHB Visitor spend up 14% since YOY Increasing the profile of CHB within Hawke’s Bay and further afield Advertising - 60 Days of Summer Campaign Social media Increasing membership of CHB tourism businesses

  • Events for CHB
  • Little Easy 2019 - 19 April 2019
  • The Spring Fling

Events

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Tips for your business

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What’s next?

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Consumer advertising

  • Summer activity focusing on road trips to explore the region
  • Lots of editorial & video
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  • Summer activity focusing on road trips to explore the region
  • Lots of editorial & video
  • Events promotion

Consumer Advertising

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Consumer Advertising

  • Summer activity focusing on road trips to explore the region
  • Lots of editorial & video
  • Events promotion
  • Christchurch / Canterbury activity (March)
  • Partnership with Christchurch Airport & Air New Zealand
  • Moving to less seasonal campaigns, more always on activity
  • Requires continual stream of idea generation, so…
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Ja Janua nuary ry

  • Black Barn Open Air Cinema

2-6 January

  • Summer Cycling Carnival

4-11 January

  • Church Road concerts

5, 10, 25, 26 January (AKL Anniversary)

  • Bridge Pa Wine Festival

19 January (WGTN Anniversary)

  • Summer Cricket Camps

20-24 January

  • ODI Cricket NZ vs India

23/24 January

  • Cycle Tour de Beautiful CHB

26/27 January

Febru Februar ary

  • Phil Collins @ Mission Estate

6 February

  • Napier Art Deco Festival

13-17 February

  • ODI Cricket NZ vs Bangladesh

13 February

  • Black Barn – Marlon Williams

23 February

Ma Marc rch

  • MCL Construction Triple Peaks

9 March

  • Land Rover Horse of the Year

12-17 March

  • Nitro Circus @ McLean Park

17 March Ap April ril

  • The Big & Little Easy

19/20 April (Easter)

  • Napier Port Harbour to Hills

7 April May

  • Black Barn – The Proclaimers

12 May

  • Hawke’s Bay Marathon

18 May

Summer & Autumn events

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New Members

  • Mana Lodge
  • Dough Pizzeria
  • Fieldtrip
  • Flagship Events
  • On Yer Bike
  • The Chook & Filly
  • Driving Mr & Mrs
  • Avantogo Tours
  • Zeffer Cider Co
  • Walnut Lane
  • Tere’s Unique Adventures
  • Botanical Lane
  • Bay Heliworks
  • Raftfish
  • St Andrews Escape
  • Richard James Jeweller
  • Chefs Hat Café
  • Malt
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Hello and Goodbye…

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Thank you for a great year and have a safe and busy summer season!