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

0

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 of 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 commsTourism industry events HBTIA Voting rights Hawke's Bay Tourism Awards"Hawke's Bay" brand Regional representation Image Libraryhawkesbaytourism.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 opportunities 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?