Posts tagged ‘media’

An Epic Media Journey

 The red carpet may have been rolled up and the live feeds complete, but the media coverage – like the The Hobbit Trilogy – will come in many parts for Wellington.

Such is the scale, it would almost take as long, or cost as much, as it took to make the films to measure the global reach the celebrations have attracted. But it’s safe to say media coverage of the world premiere of The Hobbit: An Unexpected Journey will broadcast Wellington to a cumulative audience well into the hundreds of millions around the globe.

Fans fill Courtenay Place for The Hobbit: An Unexpected Journey World Premiere.

Entertainment Tonight’s Debbie Matenopoulos told 3News that Sir Peter Jackson and his films are just as big in the US, as they are at home, saying: “The last time anybody was as big as him would be George Lucas with Star Wars. I can’t think of the last time that something was as massive as that, I really can’t.”

> Watch Entertainment Tonight’s Debbie Matenopoulos speak to 3 News.

More than 100 international media were hosted in the capital this week, including some of the biggest broadcasters on the planet. Matenopoulos and her producer Andy Reyes raved about Wellington and New Zealand, Channel 9 Australia’s Richard Wilkins was in town, and Chinese actress and social media superstar Yao Chen walked the red carpet. You might not know much about her, but her over 21 million followers on Chinese micro-blogging site Sina Weibo sure do.

Tourism New Zealand brand ambassador Yao Chen walks the red carpet at The Hobbit: An Unexpected Journey World Premiere in Wellington.

As well as the lead-up coverage of the anticipation, the announcements and the reveals, the worldwide coverage of the world premiere will be followed up by features, cast interviews and, of course, the much anticipated public release of not just one, but three films.

Speaking of cast – you couldn’t get better international ambassadors than those who uplifted their lives to move to Wellington to be part of what is one of the largest movie undertakings in the world today. The likes of Elijah Wood, James Nesbitt, Andy Serkis and Richard Armitage are generous (but of course completely founded) in their praise of the coolest little capital in the world.

Here’s a few of the grabs:

::  As reported in the Huffington Post, Sir Ian McKellen – sorely missed at this week’s events – sent a message to his “spiritual home”.

Elijah Wood described flying into Wellington as like “returning home”.

:: Elijah Wood described filming in Wellington to BBC as a “family reunion”.

:: Andy Serkis summoned Gollum to thank his “precious” for a wonderful party – catch him on this Sydney Morning Herald story.

:: James Cameron told The Hollywood Reporter his new home in Wairarapa was so great it was distracting him from writing Avatar 2 and 3.

:: Australia’s Channel 7 reported how Wellington was gripped with ‘Hobbit fever’ and almost a quarter of the region’s population had turned out to watch the world premiere.

:: James Nesbitt described his experience as “life-changing”, while Richard Armitage told red carpet reporters Wellington was “the most amazing place to be”.

Be sure to show your appreciation by booking your tickets to see the film at one of our city’s many great cinemas now!

November 29, 2012 at 4:10 pm Leave a comment

Made to Measure?

As with marketing campaigns, it’s important to measure your generated media coverage. Measuring media results helps you to learn what was most effective and push yourself and your team to constantly improve. Tangible results are also key to your case if you want to pitch for increased budget.

What measurement is best?

Media measurement is a well debated topic within the communications industry, and certainly not one on which I’d claim to be an expert. Just like tourism, the PR world is quite fond of acronyms. Here’s a few you might come across in discussions and reports on measurement:

ASR = Advertising Space Rate
AVE = Advertising Value Equivalent (rate card value with a multiplier of between 3-7 applied)
UDV = Unique Daily Visitors
ASA = Average Story Audience

Back in 2010, reported the findings of a nationwide survey into how PR-generated media coverage is most commonly measured. It found more than 60 percent of those measuring PR value used AVE, but 68 percent also said that it should not be the sole method of measurement. One size doesn’t fit all.

Going into bat for ASR

While I’m all up for championing the added value of third party editorial endorsement, we prefer to report on ASR (advertising space rate) rather than the upweighted AVE when measuring coverage of Visa Wellington On a Plate and Positively Wellington Tourism’s monthly media reports. Rate card values are not what most regular advertisers would pay, so in theory there is already a small multiplier built in recognising the added value of editorial. While many in the industry seem to dislike ASR immensely, I contend it’s a more realistic quantitative measurement. We also report on clip numbers and cumulative audience.

August media report

PWT compiles monthly media reports measuring destination and corporate media coverage.

Do the costs measure up?

Media monitoring services don’t come cheap and time resource can also be a challenge for small tourism businesses and not-for-profit organisations. But targeted monitoring can return on the investment through evaluating success and driving continuous improvement. Positively Wellington Tourism uses Media Monitors’ online portal to capture and then self-calculate coverage. Such agencies can also provide qualitative reports that examine the quality and sentiment of coverage. While certainly valuable in the corporate and government sectors, this level of analysis is generally beyond the budget of your average tourism business or regional tourism organisation. Your own criticial analysis and reflection on issues is valuable, but in tourism I’d argue the majority of your funds and energy are best directed towards hosting and and building a library of great angles and content.

Some numbers

In the first quarter of 2012/13, Positively Wellington Tourism influenced 382 stories about Wellington as a destination and the Visa Wellington On a Plate festival. These stories had a cumulative audience of 13,826,780 and ASR of $934,914. For further details, read the posts on our June, July and August media report summaries.

What are your thoughts and experiences with measuring your media programmes? Do you use AVE, ASR or NOTA (none of the above)?

October 5, 2012 at 1:07 pm Leave a comment

NZ Media Coverage Report: July 2012

Destination Coverage

In summary:

  • 79 clips
  • Cumulative audience of 3,396,266
  • Advertising value of $213,197

Capital Gains headline

The majority of destination coverage in July was as a result of Visa Wellington On a Plate, which attracted 51 press, 16 online and four broadcast stories. Highlights included hosting results from New Zealand Herald’s Viva food columnist Nici Wickes, The Press features editor Ewan Sargeant and Herald on Sunday’s Savour food columnist Grant Allen. There was also pick up of our Architectural Adventure destination release.

Corporate Coverage

In summary:

  • 9 clips
  • Cumulative audience of 602,372
  • Advertising value of 22,039

Industry coverage for the month was centred on increase in visitor spend in Wellington in 2011, retail rents, and growth in visitor numbers.

July media coverage

July saw 71 pieces of Visa Wellington On a Plate coverage.

October 5, 2012 at 10:42 am Leave a comment

More Than Words: Using Video to Communicate

By Angela Moriarty

If a picture speaks a thousand words, a video has the potential to say millions. And the tourism industry has got a lot to say – visitor numbers, media results, campaign creative and reach… basically more images and data than you can shake a tour bus at. A really big tour bus.

Businesses are increasingly using video as a means to communicate results and/or entertain and thank stakeholders. At their annual movie night with partners, the Trade Me team always pull out a beauty for the latter purpose.

You’ll no doubt be well acquainted with the Air New Zealand safety videos. But the airline also regularly uses the video medium to report on their activities and successes, for example with this clip outlining their use of social media:

Over the past few years Positively Wellington Tourism has taken the video route for reporting to our stakeholders at our end of year function. Not only is it a more approachable way of presenting information, you can get more detail in front of people than would be interesting in a written document or list in a speech. Video reports also double as great content for the many presentations to community and industry groups CEOs carry out as part of any good external relations strategy.

Despite the challenges 2011 put in front of the New Zealand tourism industry, Wellington had a record September, record winter and many more fantastic results. We did our best to summarise the volume, variety and, most importantly, the results of our year’s work into a few minutes:

Wellington Zoo also showcased their impressive results through video:

In 2010 we went down the case study route,  sharing the process and results of the launch of Wellington’s first major consumer campaign in Australia. In the 24 months to March 2012 since its launch, this campaign has seen Australian visitor arrivals into Wellington increase by 21%.


Who Do We Use for Video Production?

We often get asked for advice as to which agencies and individuals we use for contract work. When it comes to corporate video, we script and plan internally and get Touch/Cast to  put it together and make it look good.

There are definitely going to be occasions where time and budget don’t justify or accommodate utilising a professional. As we approached WLG Melbourne, we plugged some very amateur footage we’d take at the Sydney version of the pop up restaurant project into Microsoft Movie Maker. Not exactly groundbreaking production software, but chances are it’s on your computer already and if I can figure it out, I’d contend most people can.

Another thing the DIY video producer needs is rights-free music (don’t risk breaching copyright by using any old tune you like without permission). You can spend a lot of time online searching for this stuff – a colleague directed me to, which has a range of decent tracks for a bargain US99c.

The end result is certainly not going to win any production awards, but shows something can be done from the simplest tools and footage:

What are your experiences with corporate video, and what great tools/tricks/examples do you have to share?

June 12, 2012 at 9:19 am 2 comments

NZ Culinary Media on Twitter

Posted by @AngelaMoriarty

For the past three years I’ve been the publicist for a not-so-little culinary festival called Visa Wellington On a Plate. Hot on the heels of the Wellington Media on Twitter list, I thought I’d start one for culinary media in New Zealand. Post a comment if you fancy being added or know of someone else who should be on here. And be sure to keep your eyes orange peeled for the 2012 festival programme, due out of the oven on Monday 18 June. @WellyOnaPlate 2012 runs from August 10-26.

Magazines & authors
Anna Tait-Jamieson, NZ Life & Leisure Food Editor @nzeats
Lauraine Jacobs, NZ Listener Food Editor @laurainejacobs
Cuisine magazine, @cuisinemagazine
Ginny Grant, Cuisine deputy food editor, @ginnygrant
Taste magazine @tastemagnz
Shelley Howells, Kia Ora magazine deputy editor @shellface
Martin Bosley, Kia Ora magazine columnist @MartinBosleys
Ray McVinnie, Sunday magazine columnist @RayMcVinnie
Metro magazine, @MetroMagNZ
Jesse Mulligan, Metro magazine contributer @jessemulligan
Good magazine, @GoodMag
Niki Bezzant, food writer and editor of Healthy Food Guide @NikiBezzant
Annabel Langbein, @AnnabelLangbein
Julie Le Clerc, @JulieLeClercNZ
Your Home & Garden, @YHandGNZ

Ruth Pretty, Your Weekend columnist @RuthPretty

Digital Media
Lucy Corry, Stuff Lifestyle Editor, @thekitchenmaid
Sarah Bennett & Lee Slater, Word on the Street food reviews, @bennettnslater
Helen Jackson,, @nzfoodlovers
Bron Marshall online magazine, @BronMarshallmag, edited by @BronMarshall
Food News, @NZFoodNews
The City Market, @TheCityMarket (while not exactly media per se, it’s definitely a channel reaching culinary enthusiasts)

This Way Up, Radio New Zealand show, @upthisway
Simon Morton, This Way Up presenter and producer, @simonmorton
Helen Jackson, Radio Live Kitchen & Garden Show host, @nzfoodlovers

Wine writers
Bob Campbell MW @VinoNZ
Yvonne Lorkin, wine editor/columnist/reviewer for Dish magazine, Radio NZ National Afternoons with Jim Mora etc @yvonnemax
Rebecca Gibb, freelance drinks journalist, @rebeccagibb

Beer writers
Michael Donaldson, Sunday Star Times deputy editor and beer columnist @mjwd
Neil Miller, beer writer @beerlytweeting
Hadyn Green, @hadyngreen
Phil Cook, @phil_cook
David Wood, @DavetheBeerGuy
Hopful Thinking, @hopfultweeting

Lucy Corry, @thekitchenmaid (also Stuff lifestyle editor)
Laura Vincent, @HungryandFrozen (also Sunday Star Times reviewer and food writer)
FoodieNZ, online food community, @foodienz
Shirleen, @AllSugarSpice
Andrea Wong, @sodlish
Millie Mirepoix, @MillieMirepoix
Delaney Mes, @HeartbreakPie (also Good Morning contributor and Fishhead reviewer),
Rosa Wakefield, @MrsCakeNZ
Mairi Herbert, @ToastNZ
Simon Farrell-Green, @weliketoeat (also KiaOra and Metro contributor)
Stephen Garrett, @s_a_garrett

Review sites @MenuMania @DineOut_TMouse

Rachel Priestley, @ProdigaDaughter
Kirsten Matthew, @kirstenmatthew

May 23, 2012 at 4:31 pm 2 comments

Wellington Media On Twitter

Posted by @AngelaMoriarty

Once upon a quite a long time ago @billbennettnz pulled together this great list of New Zealand Media on Twitter. I’ve long since intended to pull together a Wellington-specific list for local businesses and other interested parties, and here – in no particular order – it is. Interested in how media use Twitter for sourcing or adding to stories? Have a read of @J9Bennetts‘ post on this very topic on’s Inside Story blog.

:: This is a list in progress, so please post a comment if you fancy being added, notice someone’s missing or have any other form of update.

Positively Wellington Tourism @Wellington_NZ
Yep, I’m shamelessly starting with us. While we’re not going to win any Canon Media Awards, we’ve got cumulative e-news databases of well over 100,000. We also have almost 30,000 Facebook fans and over 8000 followers for our Wellington and Visa Wellington On a Plate social media accounts, all channels worth considering in any relevant Wellington media planning. 

The Dominion Post
Patrick Crewdson, Head of News @patrickcrewdson
Katie Chapman, Wellington reporter @katiechapman28
Kerry McBride, Metro & Capital Day reporter @kerry_mcbride
Sophie Speer, Culture & Capital Day reporter @sophie_speer
Jody O’Callaghan, Consumer Affairs and Attractions & Events reporter @miss_jodyo
Shane Cowlishaw, Justice & Employment reporter @scowlishaw
Tom Hunt, Porirua reporter @tomdom76
Hamish Rutherford, Business reporter @oneforthedr
Joanna Norris, editor @JoJourno
Bernadette Courtney, Editor @dpcourtney
Kate Newton, reporter @katenewtonnz
Kimberly Rothwell, Feature writer @kjrothwell
Joanna Rix, Your Weekend editor @JoannaRix
Cameron Williamson, Travel editor @icameroni
Seamus Boyer, Wairarapa reporter @SeamusBoyer
Shabnam Dastgheib, Breaking News reporter @shab_d
Paul Easton, Hutt Valley reporter @pwe74
Blair Ensor, Police reporter @blairensor
Michael Forbes, Transport and Metro reporter @Michael_Forbes
Clio Francis, Justice and General reporter @cliofrancis
Matt Stewart, Weather, science & environment reporter @smatape
Bronwyn Torrie, Health reporter @brontorrie
Susan Arthur, Daily Editor @dptsue
Blayne Slabbert, news editor @bslabbert
Janine Bennetts, Web and social media editor @j9bennetts
Luke Appleby, Web editor @lukeappleby
Tim Glasgow, Web editor @TimGlasgow1
Erica Thompson, TV Week editor & Web editor @TVErica

The Wellingtonian @TheWgtonian
Joseph Romanos, editor @JosephRomanos
Rebecca Thomson, reporter @rj_thomson
Amy Jackman, Council and general news reporter @amyjackman
@NZStuff covers top stories, and there’s a variety of other tweet feeds
Greer McDonald @GreerMcDonald
Laura Westbrook @LauraWestbrook
Sinead Boucher, Group Digital Editor for Fairfax Media @sineadboucher
Lucy Corry, Life & Style editor @thekitchenmaid
Henry Cooke, Tech blogger @henrycooke
Cameron Williamson, Travel editor @icameroni

Camille Guzzwell, Classic Hits Presenter @camtheguzz
Katie Bradford-Crozi, Political Reporter for Newstalk ZB @katieabradford
Mark Cubey, Saturday Morning with Kim Hill producer @markcubey
This Way Up, weekly consumer programme on Radio New Zealand @upthisway
Simon Morton, This Way Up presenter @simonmorton
Wellington Access Radio @WgtnAccessRadio

TVNZ @TVNZBreaking
Heather Duplessis-Allan, One News reporter @hdpaONENEWS
Matt McLean, Close Up reporter @mattymcleanTVNZ
Jehan Casinader, Close Up reporter @jehancasinader
Arrun Soma, One News reporter @arrun_soma
Rebecca Edwards, Tonight reporter @rebeccatvnz
Michael Parkin, Political reporter @michael_parkin
Jessica Mutch, Political reporter @mutchjessica
James Ransley, Breakfast reporter @jamesransley
Breakfast @BreakfastonOne

TV3 @3NewsNZ
Patrick Gower, Political reporter @patrickgowernz
Rachel Tiffen, Campbell Live reporter @RachCLiveTiffen
Laura Frykberg, Nightline reporter @laurafrykberg
Dan Parker, 3News reporter @DanParkerTV3
Charlotte Shipman, 3News reporter @3NewsCharShip
Janika ter Ellen, Firstline reporter @janikaterellen

Sky News/Prime News
Ryan Boswell, reporter @boswellryan

FishHead Magazine
FishHead magazine, @FishHeadmag
Richard Aindow, FishHeadeditor @FishHeadRichard

Freelance, Magazines & Online etc
The Wellingtonista @Wellingtonista
Laura Vincent, Sunday Star Times restaurant reviewer & food writer @HungryandFrozen
Laura McQuillan, Uptown Girl blog on & Political reporter for NZ Newswire @mcquillanatorz
Martyn Pepperell, freelance music, arts & culture journalist and Word on the Street blogger @MartynPepperell
Anna Tait-Jamieson, NZ Life & Leisure food editor @nzeats
Elle Hunt, freelancer @mlle_elle
Rachel Priestley, freelance food writer @ProdigaDaughter
Bennett & Slater (Sarah Bennett & Lee Slater),, Lonely Planet, Best of Wellington and miscellany @bennettnslater

May 15, 2012 at 12:14 pm 2 comments

Making Sure We Follow Through

By David Perks

So now it’s all over and a couple of weeks have passed.  Have you remembered that the All Blacks won the Rugby World Cup?

A World of Opportunity

If there’s one industry sector that won’t forget New Zealand’s hosting of this event it is the Tourism and Hospitality sector.  So much of the last few years has been spent considering what will or won’t be the value of the opportunity.  Part of that discussion has been about the short term business opportunity; another part has been about the legacy effect of the event as the country gets airtime across a number of our key visitor source markets.

Throughout the tournament, we observed a variety of kicking styles. When taking a shot at goal, each team’s kicker had a different approach to their preparation, connection and follow through. Some were more flamboyant than others. Some were clearly more successful than others. New Zealand was, in the most part, extremely well prepared. The connection was struck beautifully. How do we all plan to follow through?

Now is the time the tourism sector – Tourism New Zealand, RTOs and the industry across New Zealand – needs to act.  We all know that the most important task to complete having presented at a trade show, is the follow-up. This is no different. In Wellington we have seen some remarkable destination media coverage as a result of RWC 2011, but we still risk ending up with a narrow victory that nobody is quite sure about. 


Numbers & New Markets

The International Visitor Arrivals to New Zealand in the six weeks to the 16th October (the day of the NZ v Aus RWC Semi Final) tell an interesting story, when compared to the same period last year.

Predictably, the largest numerical increase came from the Australian market, with an 18% increase of 22,485. Through the matches, the media and the Qantas Great Crusade, we have at last also shown off and celebrated the New Zealand city experience.  Do we have consumer campaigns ready to go that promote the type of experience that was so enjoyed by our trans-Tasman neighbours during the tournament? For this one, the answer for Wellington is yes. Australia being our near neighbour means that regions can make a plan to do just this and make a positive difference to their visitor arrivals.


The next largest numerical increase in arrivals over the period came from the UK market, up 13,135 – or 92.7%. Whilst we all know that the UK is suffering financially and the pre-RWC 2011 numbers have reflected as such, it remains our number two market, delivering a very significant proportion of our visitors to New Zealand.  The growth experienced during the tournament shows that, presented with the right motivation and opportunities, Brits will still travel. So do we have a plan to follow up the Rugby World Cup ‘tradeshow’ and work with the distribution networks in that country to convert the excitement we generated around the cup into visitors over the next decade?

More Than a Oui Bit of the French
For the first time we saw a really meaningful number of French visitors in New Zealand all at once.  If you look at the numbers the French market has been quietly strengthening for some time – although not quite as it has for Australia.  What’s the plan to maximise the opportunity provided to New Zealand in France? South African visitors also fell in love with New Zealand (regardless of their team’s result) – what’s our plan for developing that market in the future?

North America
This week’s arrival of 450 North American travel writers, communicators and their associates for the Society of American Travel Writers convention in Wellington is fantastically timed. RWC 2011 will have had little impact in the US market – although arrivals were up 5.6% (or 800 people).  Canadian visitation, on the other hand, was up 53%; from a smallish base of course – the total increase in arrivals was 1,792.

How our sector will and can assess the result in years to come, lies in our hands. We need to follow up with the right strategy and messaging to ensure the tournament is a driver of visitation not just for the past few months, but for the next decade – creating a legacy and driving long term results much as The Lord of the Rings has. The alternative? To sit back and wonder what all the hoopla was about as our traditional markets (where many of the teams and visitors came from) continue to slow as the global financial crisis drags on. Plus losing new and exciting opportunities.

I know which option I prefer. How about you?

November 8, 2011 at 11:10 am Leave a comment

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About Positively Informed

Positively Informed is a group blog manned by the senior management team at Positively Wellington Tourism. It’s a place for us to share our musings on tourism, the marketing of Wellington, report on the outcomes of our projects and post examples of random things that inspire, interest or intrigue us.


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