Experience Mid Canterbury Tourism Partners update
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Experience Mid Canterbury Tourism Partners update
Mid Canterbury Update
Visitor Spend – All markets
Spend
[Marketview-Paymark]
Latest data: 09 - August - 2020
Mid Canterbury Update
Visitor Spend – Domestic
Spend
[Marketview-Paymark]
Latest data: 09 - August - 2020
Mid Canterbury Update
Visitor Spend – International
Spend
[Marketview-Paymark]
Latest data: 09 - August - 2020
Mid Canterbury Update Driving domestic market behaviour Experience Mid Canterbury YouTube Campaign - 15th May - 11th September 2020. • To date our YouTube Ads were shown 793,611 times, • 121,630 views (watched ads for over 30 seconds) • 1,226 ad clicks at a cost of $5,462.65. • 24 July – 06 August 2020 • Shown 147,607 times • 19,690 views, 273 clicked on the ad to visit your website at a cost of $979.39 from 24 July - 6 August 2020.
Mid Canterbury Update
Marketing Activity
• ExploreCHC - Launched delayed until 5th September due to COVID levels
• https://vimeo.com/447717138
• Filmed in reverse to break though the cluttered market
• Tourism New Zealand – “Have you ever” Campaign filming 01 – 02 September in Methven
• Mt Hutt
• Methven Pub
• Primo e Secondo café
• Motorhome Show – Hamilton 18 – 20 September 2020
• Print stories
• https://www.stuff.co.nz/travel/destinations/nz/114131015/8-easy-walks-in-beautiful-mid-canterbury
• https://www.stuff.co.nz/travel/back-your-backyard/122094289/thousands-enjoy-epic-day-as-southern-ski-fields-prepare-for-capacity-weekend
ChristchurchNZ Update Loren Heaphy, GM Destination & Attraction
ChristchurchNZ Update
Mid-Canterbury Tourism Advisory Forum A focus on reimagining tourism for Mid-Canterbury, leading the destination in recovery through marketing, strategic planning and advisory support. • Connect key partners and experts able to support tourism recovery and growth. • Forum members are drawn from their own expertise, as well as from the organisations, or private sector groups and business communities they represent. • Members play a role in communicating progress and key messages back into the stakeholder groups they represent. • Members have access to key messages to distribute to stakeholders, as appropriate. • Wide range of members to ensure wide range of viewpoints
Three Horizons
REGIONAL ECONOMIC RECOVERY ACTIONS
RESPOND RECOVER REPOSITION
Help businesses survive Drive equitable recovery Usher in a sustainable future
Urgentaction: Support business Retain and createjobs, maximise Accelerate activity that positions Canterbury with
survival, save jobs and keep as much resources and investment, and support confidence and delivers intergenerational wellbeing
of the economy functioning as possible economic regrowth aslock-down through a smart, sustainable and future focused
restrictions ease. economy
Now 2025Economic Recovery
KEY ACTIVITY STREAMS
RESPOND RECOVER REPOSITION
Business survival Productiveinfrastructure Confident destination
Support businessesto Provide pipeline certainty and identify Embed strong destinationidentity and develop
survive andrestart transformational projects across public and projects in line withidentity
private sector
Smart sustainable destination
Buy local Destination vibrancy and visitoreconomy Intergenerational wellbeing, globally
Retain and grow spending to Reactivation of sustainablevisitor competitive, business and investor ready,
support localjobs economy and visitorspending economic equality, further development of the
Māori economy, focus on innovation, low-
Labour markettransition
carboneconomy.
Unemployedto trainingand jobs
Now
Now
2025
2025Industry Support I orea te tuatara ka patu ki waho
(A problem is solved by continuing to find solutions)
• Pivot to Domestic programme – valued at $2000 per business
• Tourism mega meet and product packaging
• $1.2 million Tourism Transitions Programme – Qualmark and Regional
Business Partner Network – valued at $15,000 per business
For Tourism Transitions support via the Regional Business Partner Network visit https://www.christchurchnz.com/christchurch-economic-recovery-
package/regional-business-partners-network.
For Tourism Transitions support via Qualmark go to https://www.qualmark.co.nz/en/member-area/tourism-advisory-support-serviceCovid-19 Domestic Travel Insights
Winter School Holiday Visitation
• Up 11,890 visitors over the
same holiday period in 2019
• 30.7% YOY increase in
domestic visitation
• Second highest destination
by volume
Source: DataVentures School Holiday ReportAccommodation Data Programme
Replaces Commercial Accommodation Monitor
Key results June 2020:
• Average domestic length of stay: 2.5
nights
• Average guests per room
(domestic): 1.6
• 20,800 international room nights
(Isolation)
• 122,600 domestic room nights
• Occupancy: 28.7% (32.1% Avg –
across all room types)Key insights and recommendations QUANT
There is a strong demand for domestic holidays, driven by both Perceptions that domestic holidays are too expensive and lack
1 desire to support the economy and to see more of New Zealand -
the economic impacts of Covid-19 might dampen the appetite for 5 value for money limit the desire for domestic travel: deals could
stimulate demand short-term, but long-term a more sustainable
domestic travel for some solution is needed
Opportunity:
Build an experience-based value proposition i.e. 60% of
For most New Zealanders the feeling of being on holiday is not New Zealanders agree that New Zealand offers unique
2 defined by boarding a plane to go overseas – it is more so about
heading somewhere to relax and escape the daily routine
experiences
There is a recognition amongst New Zealanders of the immediate, Weekend and short trips are the most likely holidays New
3 unique opportunity to experience a quieter New Zealand in the
absence of international visitors – particularly known destination
6 Zealanders will take, and to a great extent desire to take longer
holidays is down to having enough annual leave
hot-spots
Opportunity:
Encourage and promote greater frequency with a focus on
New Zealanders are keen to discover new places in New Zealand diverse repertoire / dispersal
4 where they can relax, sample good food, and see iconic
landmarks – marcomms need to reflect these motivationsQUANT
Short-term and long-term considerations for driving appetite for domestic holidays
Short-term Long-term
▪ A strong desire to travel domestically more and spend more - ▪ Long-term outlook is encouraging: 52% of New Zealanders
financial impacts of Covid-19 might curb this intention for some intent to continue to choose domestic holidays over international
▪ Government-level messages to support New Zealand’s economy
are fuelling the current desire to travel domestically ▪ Build on desire to want to see more of New Zealand and
overcome apathy / “always will be there” attitudes, i.e. message
▪ Leverage key motivations: unique opportunity to see & unique experiences and sense of urgency to do them
experience New Zealand at its quietest
▪ Deals and discounts can stimulate demand in the short-term ▪ Build an experience based value proposition
▪ Opportunity to convince New Zealanders that they don’t need to
▪ Focus on driving frequency & repertoire vs. duration
go overseas to have a ‘real’ holiday
18Questions
Destination Marketing Update
Warm Up Activity Three Focus Areas: 1 - Addressing perceptions • Unique positioning • Relaxing holiday 2 - Functional messaging • Tool to find your perfect city trip • Making it easy 3 - Inspire • Reclaim the weekend, 3 day weekend • Diversity of experiences
Earned – TVNZ Breakfast partnership
HUGE multi-week, multi-platform New Zealand campaign launched on
TVNZ Breakfast LIVE!
Dates: WC 27 July and WC 3 August aligned with TNZ winter campaign
• Two-week road trip will showcase 10 regions and various tourism
operators as the heroes of the content
• Matty McLean and another TBC talent will split up and travel around
New Zealand, reporting back on alternate days as they get out and do
something new – with a winter focus!
• As well as twice daily pre-recorded content, there will also be six daily
live weather crosses
• Will include the ski regions – on and off the mountain – as well other
regions around New Zealand
• There will also be daily deals (including an e-commerce site and TVCs
promoting them) and competition giveaways to drive engagement
30Winter Promotion
Explore Winter in Christchurch & Canterbury
• Social promotion of our Winter Guide including Winter Deals
• Reaching 158k users across NZ with propensity to visit
• Retargeting website visitors
• Lookalike Audiences based on TNZ & Engagement data
• #ExploreYourPlace and #ExploreCHC user generated contentExploreCHC Unity From a disjointed middle of the south proposition to a unified and compelling partnership with intent to work together long term. Competitiveness New, central South Island destination brand spanning Canterbury and the West Coast. Compelling alternative to Queenstown as the destination of choice in New Zealand's South Island. 3-5 Year Brand Development Flexible proposition that profiles touring routes as well as the Christchurch Hub & Spoke model. ExploreCHC proposition focuses on the proximity and diversity of world class experiences in Christchurch, Canterbury and the West Coast. The hashtag #ExploreCHC will form a key part of the proposition moving forward as we recruit residents to be CHC advocates.
ExploreCHC Graphic Update
ExploreCHC Graphic Update
ExploreCHC Calendar
June July August September
CHC Phase 1 – Content led, seed #ExploreCHC
Phase 2 - Spring Travel throughout Bloom
C Winter & Spring Travel
1 September – 30 November
H 12 June – Mid August
C Target – Greater Christchurch residents
H Target – Greater Christchurch residents
S
O Phase 2 - Spring Travel throughout Bloom
U Events
T September onwards
H
Target – South Island incl Canterbury
Phase 1 – Content led, seed #exploreCHC Phase 2 - Hero Campaign Chch Just The Beginning
Winter & Spring Travel Spring & Summer Travel
N
O 26 June – Mid August
17t August – 27t September
RT
H Target - National
Target - National
- Fly: Auckland, Wellington.
- Fly: Auckland, Wellington, Hamilton.ExploreCHC to align with and complement TourismNZ
activity
Dream
Plan
Book Travel agent
partner TBCExploreCHC Campaign Overview
Campaign Timings 8 Destinations Profiled 9 Content Themes
17 Aug – 30 Sep - Christchurch City - We want a family holiday
- Akaroa - We want a romantic break
Target Markets - Selwyn - We want to see a revitalised
city (2- and 3-day options)
- Primary – Auckland, followed by Wellington, - Mackenzie
Hamilton and Tauranga - We want an adventure
- Mid Canterbury
- Secondary – Greater Christchurch - We want to experience
- West Coast something unique
- Hurunui - We want to see amazing
Target Audiences scenery
- Kaikoura
- DINKs - We want the perfect Kiwi
- Young Families 23 videos + 150 photos! road trip
- Adventure Seekers - Mackenzie, Mid Canterbury & Chch - We want to chill and relax
- Silver Surfers - Hurunui, Kaikoura & Chch - We want the best food and
drink
- West Coast & Chch
Media - Christchurch & Akaroa
- Broadcast TV, Billboards, Online
- House of Travel partnershipConversion Partner
Travel packages to be created across 9 themes with 2 and 5
day options
We want a family holiday
We want a romantic break
We want to see a revitalised city (2- and 3-day options)
We want an adventure
We want to experience something unique
We want to see amazing scenery
We want the perfect Kiwi road trip
We want to chill and relax
We want the best food and drink
House Of Travel channels and media buy to further amplify
ExploreCHC campaignExploreCHC.com
ExploreCHC Video Update West Coast 30s https://augusto.digitalpigeon.com/msg/Isn80N3qEeqsoAb4tvG4vQ/vz26R8AnUjA1Qm-ezH6b5g WIP - Mackenzie/Mid Canterbury: https://vimeo.com/447717138 WIP - Kaikoura/Hurunui https://vimeo.com/447717246 WIP - Banks Peninsula/Chch https://augusto.digitalpigeon.com/msg/n7lEcN3wEeq5EQbfE8cnCQ/vz26R8AnUjA1Qm-ezH6b5g
Save the Date: Tuesday September 1st • Tourism New Zealand update – Stephen England-Hall • Tourism Industry Aotearoa update – Chris Roberts
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