Tourism New Zealand Update Backpacker Conference 3 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 WE TALKING TO?

New targeting approach

High Value Active Considerers

New Zealand has a lot of active considerers typically pre or post children higher than average income mostly experienced travellers Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

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

big, popular & mainstream Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

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

1 No 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 Considerer target market 14.7 million Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

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

Emotional needs are similar: Being Happy Feeling relaxed Having fun and enjoying yourself Learning and exploring new things Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

However… NZ does deliver on the need to feel a sense of adventure Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.

More popular, fun & exciting

2010/11 Youth important sector Target Active Considerer Message targeted via digital UK, Europe & Australia Sept/Nov & Jan/Mar

Any Questions?