Posts tagged ‘media’
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.
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.”
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.
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 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!
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, StopPress.co.nz 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.
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.
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)?
- 79 clips
- Cumulative audience of 3,396,266
- Advertising value of $213,197
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.
- 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.
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?
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?