Hawkes Bay Tourism Industry Update July 6, 2016 The Team Vicky - - PowerPoint PPT Presentation

Hawke’s Bay Tourism

Industry Update July 6, 2016

The Team

• Vicky Roebuck – Communications & Marketing Manager
• Hamish Evans – Trade Marketing Manager
• Megan Best – Consumer Marketing
• Jenna Mabey - Marketing and Events Coordinator
• Lisa Sampson – Accounts and Office Administrator

Five Year Story

• Consistent growth since HBT established

100000 200000 300000 400000 500000 600000 700000 2011 2012 2013 2014 2015 2016

478,000 additional guest nights year end 2012-2015

Qrious (cellphone) and Commercial

• 50,000

100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 CAM 2015 Qrious 2015 CAM 2016 Qrious 2016

Market Share

• Commercial guest nights +9% compared to

national average of 5.7%

• Hawke’s Bay achieved a higher share of

tourism spend from Australia, Europe, North America in the last 12 months compared with international spend across NZ as a whole

• Length of stay for domestic visitors 3.3 days

higher for Hawke’s Bay than national average

• f 2.7 days

Quarter 4 Highlights

The Seasonal Campaign in Action

Autumn Campaign

• Reached + 3.7 million

unique users on devices /browsers

• Targets DINKS (couples

without children, 25- 54), Families (25-49), and Boomers (50-65+)

Winter Campaign

• Started Monday
• One month – Auckland

focus

• New media

Digital Adshels Auckland

Media/PR

Hosted 16 media this quarter

• 14 for the Marathon
• Jessie Mulligan

Results to date have;

• Reached 8 million people
• Estimated ad value of

$3m

Trade Marketing

• Trade Show Season – Explore, TRENZ, Meetings

Business Show

• 222 agents from 22 Famil Groups hosted last year.
• Visited 42 different products across the region
• Industry contributed $125,000 in kind to support

trade famil programme

Events

The Air New Zealand Hawke’s Bay International Marathon

Hi, Just to advise, we recently spent seven days in Hawkes Bay. Two males two females 60 -

• 65yrs. We stayed at Aces High Motel in

Kennedy Rd. One night at Waimarama beach. We rode approx 180km on the bike trails. We kayaked down the Tukituki River. We attended the finish of the Marathon (3 children running in it ). We attended the Sunday farmers market near Hastings. We ate out every night mainly around the Taradale area. I can only congratulate you. The people, the accommodation, the hospitality, the bike trails and the restaurants were all to a very high standard, even the weather behaved itself. Thank you Hawkes Bay, we will definitely be back. Regards

The Numbers

• 4,950 runners
• Average age 41
• 65% female
• 76% from out of town (AKL 40%, WLG 32%)
• 5,000 Sileni Nano’s, 5,000 Village Press samplers and 3,500

bananas consumed

• 12,000+ additional visitors came to Hawke’s Bay

• 55 events
• 88% sold out before it

started, 96% sold out

• Strong visitor

presence

• $190,000 in revenue
• 1,000 F.A.W.C! by 5

Meals served

What’s around the corner…..

Additional funding has allowed us to run Four seasonal campaigns across the year

Customer Journey Research

• Visitor Survey sent to 11,000 people
• Stakeholder Survey
• Qualitative survey of visitors out of Hawke’s Bay
• Visitor survey - 500 responses to date (closes end July)
• By late August we will have results
• This will guide all of our future work

To ensure we target our future visitors with the right content & message via the right media channel

One Visitor Website

Proposed Membership Changes

• We want to “consciously uncouple” membership

from marketing opportunities (web listings)

• We do still need to keep growing the industry

contribution to tourism promotion

Membership of HBTIA

Marketing opportunities with HBT-

To Visitors Via the travel trade Digital - hawkesbaynz.com Print - Collateral Seasonal Campaign partnership opportunities

• Events

International Marketing Group (IMG) Convention Bureau Conference, Meetings, Events & Wedding Planner Trade Shows

All industry comms Tourism industry events HBTIA Voting rights Hawke's Bay Tourism Awards "Hawke's Bay" brand Regional representation Image Library hawkesbaytourism.nz Access to research HBT workshops

Support Services

Marketing opportunities with HBT

• are you wanting to target visitors directly?

Hawkesbaynz.com (350,000 users) The official, authoritative source for visitors 2017 Hawke’s Bay Visitor Guide (80,000) Distributed offshore & via iSITE network nationally 2017 Hawke’s Bay Food, Wine & Dining Guide **New** (25,000) Events – F.A.W.C!, The Big Easy, Spring Fling etc – event inclusions, programme advertising, accommodation deals, special offers Seasonal Campaign partnership opportunities - To include Hot Deals, Facebook Carousel Ads etc Starting at $250 a single listing (proposed) Starting at $350 for a ¼ page Starting at $450 for a ¼ page Prices TBC Prices vary

Marketing opportunities with HBT

• trade/travel seller focused

International Visitors via travel sellers International Marketing Group (IMG)

• has a commission structure in place,

works with Inbound Tour Operators, has product that suits. These businesses are represented by HBT when offshore Conference and Group Business Conference, Meetings, Events & Wedding Planner – the guide for all large group travel in Hawke’s Bay. *New edition for January 2017 Trade Shows – TRENZ, Explore, Sales Missions to Australia, Kiwi Links Hawke’s Bay Convention Bureau – Acts as a guide for Conference Organisers, offers venue advice, theming ideas, and service providers

Proposed Website Listing Changes

• One fee for a single listing on www.hawkesbaynz.com
• Everybody will have the same size listing
• Renewed annually
• Google analytics provided for all listings
• Operators will manage own listing
• Additional costs for;

– Multiple listings

• This will be actioned when new site goes live

Stuff you need to know!

Hawke’s Bay Tourism Awards

• Entries are open!
• Close 12 August
• AGM and Awards Celebration September 29 2016
• Tickets $75
• Mentors available
• Benchmark your business!

• 20 events over 8 weeks
• Tickets on sale 5 August 2016
• www.thespringfling.nz

• 4-13 November 2016
• Fifth birthday!!
• New website
• 75 + events
• Approx 7,000 tickets
• Programme released

25 August

• Advertising
• pportunities available
• Aiming for the biggest

F.A.W.C! yet

Winter Workshop Series

• 3 August

Xplore Email Marketing

• 17 August

Civil Defence Business Continuity Planning

• 6 September

Quest Video Marketing

• 12 Sept

Xplore Why your website sucks and what to do about it!

• Register to attend any of these with Hamish Evans

VIVA - NZ Herald

Big Events Calendar!

• The Spring Fling CHB

September/October 2016

• Hawke’s Bay Arts Festival

4-16 October 2016

• Summer F.A.W.C!

4-13 November 2016

• Hospice Holly Trail

10-12 November 2016

• Iron Maori

2/3 December 2016

• Elite Cycling & Festival of Cycling

4-8 January 2017

• Ovation of the Seas (4180 pax)

5 January 2017

• NZ Cricket – Australia vs NZ

2 Feb/Waitangi Weekend)

• Tremains Art Deco Weekend

15 – 19 February 2017

• Te Matatini

22-26 - February 2017

• Flying Fifteens World Champs Yachting

20 Feb – 3 March 2017

• NZ Cricket – NZ vs South Africa

1 March

• Horse of the Year

7-12 March 2017

• Festival of Hockey

1-9 April 2017

• Napier Port Harbour to Hills Half Iron Man

2 April

• Big Easy

15 April 2017 (Easter)

• National Opti Sailing Champs

13-19 April (Easter)

• Air NZ Hawke’s Bay Marathon

13th May 2017

• Winter F.A.W.C!

2-25 June 2017

www.hawkesbaytourism.nz

New Members

3 Suns Cottage Paddle Board Hawke's Bay Bespoke Travel Sunset Court Motel Olea Cottage Baywide Taxis The Grange New Zealand Translation Services Wallingford Homestead

Discussion: Activities and Attractions

• How was your season?
• Health & Safety Legislation
• What can do better….
• Issues?
• Summer ahead?