Media Report: August 2012
Positively Wellington Tourism has now added Australia and International coverage into its media reporting. August saw a total of 259 destination stories, reaching a global audience of almost 13 million people. The advertising value of the month’s coverage was in excess of $1 million.
Domestic Destination Coverage
- 233 clips
- Cumulative audience of 7,996,262
- Advertising value of $585,069
As it was Visa Wellington On a Plate month, as with July, culinary coverage dominated domestic media results in August. There were a total 230 stories about the festival, with highlights including Mindfood magazine’s multi-page spread ‘What a Dish!’, with an audience of 33,750. A Mindfoodie story was also posted online. But it wasn’t all about the culinary capital – the city’s creative side was also showcased through the hosting of Judith Ritchie from The Nelson Mail for a story about experiencing the Royal New Zealand Ballet in their home theatre and Sunday Star Times was also helped to discover the Crafty Capital.
Australian Destination Coverage
August saw the following coverage across the ditch:
- 19 clips
- Cumulative audience of 4,730,624
- Advertising value of $567,131
Highlights included the Mindfood Visa Wellington On a Plate feature noted above and a Classic New Zealand Wine Trail piece by freelancer Diana Plater that was published in the Karlgoolie Miner, The West Australian, Total Travel and Yahoo 7 News. Deborah Jones from The Australian was also hosted during August to research a piece on the Royal New Zealand Ballet.
International Destination Coverage
International media coverage is much harder to track - it’s a big world out there and our budget unfortunately doesn’t extend to worldwide monitoring. However we are aware of 7 stories with an audience of over 209,000 people.
Domestic Corporate Coverage
The month saw 6 corporate coverage clips with a cumulative audience of 435,154. The stories focused on Miranda Kerr’s absolutely positive review of the city in the New York Times, the upcoming cruise season and positive results from our 2012/13 Annual Report.