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Tourism New Zealand Update Backpacker Conference 3 September 2010 Catherine Bates, GM Brand & International Public Relations
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2009 was a very tough year for global travel Need a financial crisis pic here
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2010 out is looking better Forecast up 3% to 4% for 2010
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Five foundations Market Focus Brand development Digital Partnerships RWC 2011
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Focus investment in selected markets using a portfolio approach
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our ‘biggest focus’
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biggest opportunity in Asia
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strong economic outlook
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remains number one
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The Rest
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WHO ARE WE TALKING TO?
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New targeting approach
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High Value Active Considerers
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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.
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NZ Consideration for the USA Market (% Aged at Least 18 Years) (1) 9.8% or 22.3M US adult high value active considerers
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However… not overly adventurous or looking to be challenged Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
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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.
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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.
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big, popular & mainstream Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
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WHAT DOES THIS MEAN FOR NEW ZEALAND?
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The foundation of what New Zealand stands for remains; Stunning landscapes Nature Our Environment This is expressed by
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1 No longer about being an exotic & intrepid destination Its about being ‘popular’ to drive active considerers over the line.
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2 It’s less about personal challenge & challenging experiences. Its more about accessible travel needs...
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Having FUN & ENJOYING yourself Feeling RELAXED Learning & EXPLORING new things Feeling REFRESHED Being HAPPY Feeling SAFE /comfortable Reducing STRESS /pressure
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“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.”
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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.”
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HOW DO WE EXPRESS IT?
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Means moving from this …
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To this…
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What does this mean for the youth market? (18-29 years old)
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New Zealand has a large youth Active Considerer target market 14.7 million Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
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The foundation remains the same: Nature Stunning landscapes Our Environment This will also be expressed by:
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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.
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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.
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However… NZ does deliver on the need to feel a sense of adventure Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
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More popular, fun & exciting
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2010/11 Youth important sector Target Active Considerer Message targeted via digital UK, Europe & Australia Sept/Nov & Jan/Mar
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Any Questions?
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