Posts tagged ‘tourism’
Domestic Market Heats Up
While the summer period generally signals boom time for most Kiwi destinations, the balmy season’s arrival is conversely eyed with caution in the capital. December and January generally see the corporate market all but shut down, meaning Wellington’s hotels and restaurants have beds and seats to fill. As well as promote Wellington’s destination brand year-round, our job is to underpin this with tactical activity and events promotion that pushes the quieter seasons such as early summer and the depths of winter.
Summer in the City
With a Kids Stay Free campaign running, Game Masters on at Te Papa and plenty of other events on the summer schedule, the weather wasn’t the only thing hitting record temperature in Wellington this summer. December and January were both record months in terms of commercial guest nights, with an 8.7% growth in the domestic market across the two-month period. Wellington quadrupled the average national growth in December and our partner Hotel Monitor indicated a 7.76% increase in total rooms sold over the Kids Stay Free campaign stay period (15 Dec – 31 Jan). Strong out-of-town crowds for Nitro Circus Live and Hertz Sevens also then saw February hold strong, where usually we’d see a decent dip in year not featuring the biennial New Zealand Festival.
The weather wasn’t the only thing hot in Wellington this summer, with record commercial guest nights kicking off the balmy season.
The Winter Forecast
Winter in Wellington isn’t known for its fine weather, but the forecast for tourism is looking very fine thanks to heavy showers of cultural events. From May right through to August there is an incredible performance programme, with NZ Opera’s Madame Butterfly, Wellington Jazz Festival on Cuba, Phantom of the Opera, The TelstraClear Season of Swan Lake, a series of NZSO concerts and Warhol: Immortal at Te Papa. Plus there’s a Bledisloe Cup match and Visa Wellington On a Plate in the mix, before spring brings with it the World of WearableArt Awards Show season.
We are currently planning an online cultural events promotion for winter, along with a TV and online campaign for Warhol: Immortal with Te Papa. The programme for Visa Wellington On a Plate will launch on June 10 and promises to be tastier than ever.
The hottest little jazz festival will be one of many events heating up the coolest little capital this winter.
Where to from there?
We are also now getting set to develop the next generation of domestic brand campaign (currently Spoil Yourself in Wellington), with a Request for Proposal (RFP) for creative development and execution currently out in the market. As well as development of the next brand campaign, this process is focused on at the same time integrating solutions to our tactical challenges of Weekends, Winter, Summer and Easter - with a view to a three-year plan. Concurrent to this, we are undertaking updated research into the Domestic tourism market, with a national online survey and focus groups in Auckland and Christchurch. The climate in two of our major domestic target markets has changed significantly since Spoil Yourself in Wellington was developed in 2008. Our research is exploring how these changes in climate have – or, as the case may be, have not - affected the challenges and opportunities for Wellington as the country’s leading domestic short break destination. We are also examining triggers to action and campaign recall of both Wellington and competitor activity. So watch this space!
Summer Read Recommendations
If you have a chance to put your feet up this season but still fancy putting the time to good use, here’s a few reading recommendations from our team that both entertain and inform:
The Idea Writers by Teressa Iezzi
Recommended by: Angela Moriarty, Communications Manager
I’m only a couple of chapters in, but already I’m really enjoying this and can’t wait to put my feet up and get into it. While The Idea Writers has been penned with copywriters in mind, it holds a lot of insights that are relevant to anyone interested in marketing, advertising, the new media age, and how the customer experience affects your brand. You’ll have heard a lot of it before I’m sure, but it’s an easy and interesting read that inspires with great examples and will definitely get you thinking about what you can do next.
Map Addict: A Tale of Obsession, Fudge & the Ordnance Survey by Mike Parker
Recommended by: David Perks, CEO
I picked this book up a few months ago without even scanning the pages I knew this was a book for me. I am a Map Addict; I can’t stand the thought of going anywhere without a map. Indeed, for most places I go I will take numerous maps. When I read this book I realised that I really am an addict. For me, maps are a window on what travel is like as a child. I would compulsively draw maps of anywhere, everywhere and places that only existed in my imagination. If you should happen to read this book there’s a story in the first chapter about map acquisition as a child that I really identified with… go read the book and then tell me off!
Working in the travel sector, I like travel books, I like inspirational pictures and blogs and tweets, BUT most of all I like maps. If you like maps it’s well worth looking out for this book. If you like maps and grew up in England in the 70s and 80s, then it’s a must read!
Tell to Win by Peter Guber
Recommended by: Alana McGillivray, Digital Projects Manager
My book recommendation is for a book that I really, really want to read, but haven’t yet had the chance. In fact, I’ve even gone so far as to getting it out of the library, but alas, those pages remained unturned. Tell to Win interests me as there’s a definite shift happening in how destinations, and indeed products, are promoted, moving away from ‘marketing’ to ‘storytelling’. This is the focus of Peter Guber’s book, and below is the snippet about it I came across on the Co.Create Blog that makes me want to read it:
“Guber argues that humans simply aren’t moved to action by ‘data dumps’, dense PowerPoint slides, or spreadsheets packed with figures. But we are beasts of emotion more than logic. We are creatures of story, and the process of changing one mind or the whole world must begin with ‘Once upon a time.’ “
You can find out more about the book on the Forbes Book Review. And if you do get time to read it, I’d love to know what you thought.
A Stadium of 4 million by Martin Snedden
Recommended by: Jessica Stephens, Australia Marketing Manager
I haven’t actually read this yet, but it’s on my list! I’m interested in how a single event brought a country together and, having worked on it during my time with Air New Zealand, I’m keen to read Martin’s overall observations in A Stadium of 4 Million.
My Life in France by Julia Child
Recommended by Sarah Meikle, General Manager, Marketing
My Life in France is an inspiring read penned by Julia Child about her time living in France and studying at Le Cordon Bleu. It’s got me thinking…maybe I should sign up for a course or two and Wellington’s own latest opening of this global institution!
What do you think people should be reading this summer? Post a comment and share your recommendations.
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, 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.
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)?
Wellington Tourism in the GFC
Social media and dinner table conversations may have turned from The GFC to The GC in recent times, but the global financial crisis is still very much a reality for Wellington and New Zealand businesses.
As you may have noticed, we are absolutely unashamedly positive about all things Wellington and tourism, but we’re also realists. We get that times are tough, and we are doing our utmost to protect our sector – and in turn the capital’s economy – from those times through constantly analysing, measuring and improving on our tourism and event marketing activity.
The positive news is that Wellington’s tourism industry is still in growth. In fact latest figures last week revealed visitor spend in the region’s economy increased 8% to $1.4 billion last year – that’s $2663 per minute.
Here’s a few other stats charting growth since the GFC began in 2007 through to the end of the last calendar year:
• Commercial guest nights in Wellington city have increased 13% to over 2.1 million. This is ahead of Auckland (12% growth) and Queenstown (1%) and bucking a trend of decline that has seen guest nights in Rotorua fall nearly 8% and Dunedin down almost 2%.
• Rooms sold in Positively Wellington Tourism’s partner hotels have increased 18% since 2007.
• Growth in Australian arrivals to Wellington has been double that of the rest of New Zealand since 2007 (42.6% vs 21.7%). 2011 alone saw 16% growth in Australian arrivals in Wellington, five times the rest of New Zealand growth rate of 3.3%.
This isn’t to say it’s been business as usual for Wellington’s tourism industry. As many of you will know, there has been a rapid change in the market mix, with arrivals to New Zealand from traditional markets of UK, Europe and US really hurting. When we saw this trend emerging, Positively Wellington Tourism began advocating for and secured a partnership-based fund to launch a regional campaign in Australia. Australian arrivals into Wellington have increased 43% since 2007, with last year alone seeing a 16% increase in arrivals. Visits by our trans-Tasman neighbours have been pivotal in keeping our economy afloat.
The key has, and will continue to be, in being nimble, tactical, innovative and working in partnership. The second of our two pop up restaurants in Melbourne last November involved dozens of restaurants, businesses, regions, food producers, wineries and an airline. It reached 9 million through traditional and social media.
Domestically, a ‘back to basics’ strategy was adopted with a ‘3 Nights for Two’ campaign resulting in a record winter both in commercial guest nights and also record bookings through WellingtonNZ.com. As Jamie noted in his recent post, the summertime follow up was not as successful, highlighting the importance of presenting the right offer at the right time. We are in turn exploring new concepts for the coming summer period.
Wellington’s successes certainly aren’t just our own – we are but one of many players in this game. The key is that we’re playing on the same team, constantly reviewing our performances and revising our game plan accordingly. One of the great legacies that will be left in the wake of the challenges we continue to face, will be the tighter strategic partnerships that have evolved between agencies, regions and businesses. What have you done to adapt to the challenges, share your stories and insights with us, or post a comment below.
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 jewelbeat.com, 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?
