Tourism New Zealand Update Backpacker Conference 3 September 2010 Catherine Bates, GM Brand & International Public Relations.

Tourism New Zealand Update

Backpacker Conference3 September 2010

Catherine Bates, GM Brand & International Public Relations

2009 was a very tough year for global travel

Need a financial crisis pic here

2010 out is looking better

Forecast up 3% to 4% for 2010

Five foundations

Market Focus

Brand development

Digital

Partnerships

RWC 2011

Focus investment in selected markets using a portfolio approach

our ‘biggest focus’

biggest opportunity in Asia

strong economic outlook

remains number one

The Rest

WHO ARE WETALKING TO?

New targeting approach

High Value Active Considerers

New Zealand has a lot of active considerers

typically pre or post children

higher than average incomemostly experienced

travellers Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

100.0% 0.0% 51.6%

14.6%

9.3%

14.7%

9.8%

All respondents Not aw are of NZ Aw are of NZ but don’t f indit highly appealing

Find NZ highly appealingbut w ouldn't seriously

consider

Would seriously considerNZ but not one of their

preferred destinations tovisit next

NZ is one of theirpreferred destinations to

visit for next trip but w ouldspend less than

USD$2,500 per person

NZ is one of theirpreferred destinations to

visit for next trip andprepared to spend at least

USD$2,500 per person

NZ Consideration for the USA Market (% Aged at Least 18 Years) (1)

NZ Consideration for the USA Market (% Aged at Least 18 Years) (1)

9.8% or 22.3M US adult high value active considerers

However…not overly

adventurous or looking to be challenged

Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

Emotional needs that are important & that New Zealand performs strongly;

Feeling relaxed Having fun and enjoying yourself

Learning and exploring new things

Feeling refreshed Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

New Zealand’s top 5 brand strengths:

• Spectacular landscape and scenery• Getting in touch with nature• Clean and unpolluted environment • Commitment to sustainable environmental

management• A safe and secure destination

Our roots are firmly established.


big, popular & mainstream


WHAT DOES THIS MEAN FOR NEW ZEALAND?

The foundation of what New Zealand stands for remains; • Stunning landscapes• Nature • Our Environment

This is expressed by

1No longer about being an exotic & intrepid destination

Its about being ‘popular’ to drive active considerers over the line.

2

It’s less about personal challenge & challenging

experiences.

Its more about accessible travel

needs...

• Having FUN & ENJOYING yourself

• Feeling RELAXED• Learning & EXPLORING new things

• Feeling REFRESHED• Being HAPPY• Feeling SAFE/comfortable

• Reducing STRESS/pressure

“New Zealand is beautiful. Yes I know that. It’s also clean and safe and protective of its environment. Yes I know that too – but while I’d like to, it hasn’t totally convinced me to go there - yet. I don’t want an intrepid journey. I don’t need to turn my life around. I don’t want to go to the extremes of the planet and be challenged to the point of terror. I just want to go there to refresh, to relax, to feel happy and to explore new things. Show me the things I can do there, show me there are other people enjoying those things, show me how easy it will be to do them - and most of all, just convince me that I’ll have fun.”

So moving from;

“It’s a stunningly beautiful place with spectacular landscapes.”

To;

“It’s a stunningly beautiful place where I

can have fun, experience new things and enjoy

myself.”

HOW DO WE EXPRESS IT?

Means moving from this …

To this…

What does this mean for the youth market?

(18-29 years old)

New Zealand has a large youth Active Considerertarget market

14.7 million


The foundation remains the same:• Nature• Stunning landscapes • Our Environment

This will also be expressed by:

Emotional needs are similar:

Feeling relaxed Having fun and enjoying yourself

Learning and exploring new things

Feeling refreshed


Emotional needs are similar:

Being Happy Feeling relaxed

Having fun and enjoying yourself Learning and exploring new

things


However…

NZ does deliveron the need

to feel a sense of adventure


More popular, fun & exciting

2010/11

Youth important sectorTarget Active Considerer

Message targeted via digital

UK, Europe & AustraliaSept/Nov & Jan/Mar

Any Questions?

Tourism New Zealand Update Backpacker Conference 3 September 2010 Catherine Bates, GM Brand & International Public Relations.

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