In Industry ry Update December 2016 Industry Update Whats been - - PowerPoint PPT Presentation

Hawke’s Bay Tourism In Industry ry Update December 2016

• Industry Update

What’s been happening What’s going to happen What you need to know

• Industry Tinder Session
• Christmas drinks!

What are the stats telling us?

Five Year Story ry

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

500,000 additional nig ights sin ince 2011

4.1m 4.1m+ + vis visitor nights itor nights in in Hawke’s Bay each year + ear +4.4% 4.4% Commer Commercial cial nights nights +9.5% 9.5%

Napier $306m Hastings Dis istric ict $221m Central Hawke’s Bay $29m Wairoa Dis istrict $15m 15m

Hawke’s Bay $571m (+7.6%)

Year end October 2016 MRTE’s MBIE

Visitor Spend in Hawke’s Bay

In International visitor spend

Australia UK USA China

Three Year Strategic Pla lan 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

MIS ISSION Ge Get t vi visitors s her here no now Doin Doing Mor

• re

Co Comin ing Bac Back VALUES

“Let’s Get On With It!”

GO GOALS FOR 2015 2015-18 18

Con

• nsumer Mar

arketin ing

• 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 Mark arketin ing

• Deliver an International Trade Marketing plan
• Deliver & support sector development

Ind ndustry try

• Grow and develop HBT Membership
• Communicate with industry and key

Stakeholders regularly

• Develop Maori Tourism capability

VI VISION

Tourism in Hawke’s Bay is a vibrant and valued contributor to the region’s economy

Seasonal Campaign Focus

Domestic Advertising Schedule

July July Aug August Sep September Oc October No November De December Hun unker Do Down wn in n Hawke’s Bay thi this Winter Sp Sprin ring Fli Fling ng Sp Sprin ring Fli Fling ng Sp Sprin ring Fli Fling ng Su Summer F.A.W.C! Get t me me to

• Hawke’s Bay this

Su Summer Su Summer F.A.W.C! Su Summer F.A.W.C! Su Summer F.A.W.C! Ge Get t me me to

• Hawke’s Bay this

Su Summer Art Art De Deco

• Wee

eekend VI VIVA HB HB Sp Specia ial l Art Art De Deco

• Week

eekend Su Summer events

– cric icket, cyc yclin ling, g, concerts, Te Matatin ini

Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search So Socia ial l So Socia ial l So Socia ial l So Socia ial l So Socia ial l So Socia ial l

Domestic Advertising Schedule

Ja January Febr ebruary Mar March Apr April Ma May

Ju June

Ge Get t me me to

• Hawke’s Bay

thi this Su Summer Ge Get t me me to

• Hawke’s Bay

thi this Su Summer Ge Get t me me to

• Hawke’s Bay

thi this aut autumn Ge Get me me to

• Hawke’s Bay this

aut utumn Hu Hunker Do Down wn in n Hawke’s Bay thi this Winter Su Summer Events Su Summer Events Aut Autumn Events Winter F.A.W.C! Winter F.A.W.C!

Win inter F.A. A.W.C!

Th The e Bi Big g & & Li Little le Eas asy Th The e Bi Big g & & Li Little le Eas asy Mar Marathon Mar Marathon Th The e Big Big & & Li Little Eas asy Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid id Se Search ch Paid aid Sea Search

Paid aid Sear Search

So Socia ial l So Socia ial l So Socia ial l Soc Socia ial l So Socia ial l So Socia ial l

Art rt Deco Campaign

• 14 activ

ctive wee eeks acr cross 3 key ch channels ls

Di Digital l Ban Banners Remarketing to those who have engaged but not purchased tickets Vid Video

• Con

Content Displayed through Facebook, Youtube & True View Fac acebook Car Carousels ls Click through to ticket purchase

Summer Advertising Campaign

10 10 wee eeks | | $80, $80,000 | | 3 3 key chan channels | | Br Brand up uplif ift stu tudy Soc Socia ial Canvas, carousels through Facebook and Instagram Di Digital l Ban Banners Prospecting and Re-marketing Vid Video

• Con

Content 3 Videos targeting DINKS, Boomers and Families, run through Facebook, Youtube

Customer Jo Journey Research

• 10,000 + visitors surveyed
• Qualitative and quantitative surveys undertaken
• The findings will form the basis of all future

activity

Media

Media

Trade Activity

Recent Activity

• Winter Workshop Series completed
• USA Mission - 677 agents trained at

15 events (part of Explore Central North Island)

• Luxperience in Sydney – 60

appointments

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 – 10-12 May, 2017 Auckland
• Meetings – 31 May - 1 June 2017, Auckland
• Luxperience – 17-20 September 2017, Sydney
• Contact Hamish at hamishe@hawkesbaytourism.co.nz

Membership

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

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

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 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

‘I have been to a lot lot of f events over th the world ld and th this is is is

• ne of

f th the bes est win ine and food fes estiv ivals ls th there is. is. Th There is is so somethin ing fres esh every time’ Ray McVinnie

F.A. A.W.C! Advertising Campaign

F.A. A.W.C! at a Gla lance

• 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

13% 31% 25% 31%

Nights spe spent in n Hawke's Bay

1 night 2 nights 3 nights 4 nights 27% 25% 28% 20%

Visit itors stayed.....

Friends and Family Self-contained Hotel Motel

8% 31% 16% 24% 24%

Age of

• f ou
• ur F.A.

A.W.C!ers

25-34 33-44 years 45-54 years 55-64 years 65-74

El Elite Cy Cycling & & Fes estival of

• f Cy

Cycling 4-8 Ja January ry 2017 Ov Ovatio ion of

• f the

the Sea Seas (41 (4180 pa pax) 5 Ja January 2017 NZ NZ Cri Cricket – Aus Australi lia vs vs NZ NZ 2 Feb ebruary 2017 Jam James Taylo lor Chu Church Road

• ad

5 Feb ebruary 2017 Tremain ins Art Art De Deco

• Wee

eekend 15 15 – 19 Feb ebruary ry 2017 Te e Ma Matatin ini i 22 22-26 26 - Febr ebruary 2017 Fl Flyin ying Fi Fift fteens Worl

• rld Cha

Champs Yachtin ing 20 Feb eb – 3 Mar March 2017 NZ NZ Cri Cricket – NZ NZ vs Sou South Af Afric rica 1 Mar arch 2017 Ho Horse of

• f the

the Year ear 7-12 Ma March 2017 Fes estiv ival l of

• f Ho

Hockey 1-9 April April 2017 Na Napie ier Port

• rt Harb

Harbour- Hil Hills ls Half Half Iron

• n Man

Man 2 Apr April il 2017 Th The e Mission Co Conc ncert 8 Apr April 2017 Na Natio ional l Op Opti Sai Saili ling g Cha Champs 13 13-19 April April (E (Eas aster) Th The e Li Little le Eas asy CH CHB 14 April April 2017 Th The e Bi Big g Eas asy (E (Eas aster) 15 April April 2017 Th The e Li Little le Eas asy Nort North - Wai airoa 16 April April 2017 Worl

• rld Mas

Masters Gam Games 21 21-30 April April (Auck (Auckla land) Air NZ Hawke’s Bay Marathon 13th th Ma May 2017 Winter F.A.W.C! 9 Jun June – 9 July July 2017 DHL DHL Li Lion

• ns Serie

Series Jun June/July ly 2017 (1 (1-8 July July)

Surrounding Te Matatini for the month of February www.kahungunufestival.com

The Lit ittle and Big ig Easy 2017….

• Good Friday

April 14 Central Hawke’s Bay

• Easter Saturday

April 15 Havelock - Napier

• Easter Sunday

April 16 Wairoa

• Registrations will open in January
• www.thebigeasy.co.nz

In Industry ry In Information

• 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

www.hawkesbayt ytourism.nz

Well done to all our winners at the Tourism Awards 2016

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

Have a safe and prosperous summer season!