TOURISM WEST COAST MARKETING PLAN 2017 2021
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TOURISM WEST COAST
MARKETING PLAN
2017 – 2021
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
Contents
OVERARCHING STRATEGY .................................................................................................................................................................Error! Bookmark not defined.
A new Brand for Tourism West Coast......................................................................................................................................................................................... 6
Building the West Coast Brand ............................................................................................................................................................................................. 10
2017 – 2021 Objectives Summary............................................................................................................................................................................................. 12
Objectives Priority by Icon .................................................................................................................................................................................................... 13
Target Market ............................................................................................................................................................................................................................ 14
International .......................................................................................................................................................................................................................... 14
Insights from Key Markets .................................................................................................................................................................................................... 15
Domestic ................................................................................................................................................................................................................................ 18
Insights from Key Markets .................................................................................................................................................................................................... 19
Icon: Oparara Arches ................................................................................................................................................................................................................ 21
The Icon Story ........................................................................................................................................................................................................................ 21
Objective:............................................................................................................................................................................................................................... 22
Brand development............................................................................................................................................................................................................... 23
KPI’s and Measurements of Success ..................................................................................................................................................................................... 23
Satellite activities .................................................................................................................................................................................................................. 24
Risk Factors ............................................................................................................................................................................................................................ 25
Icon: Punakaiki – Pancake Rocks & Blow Holes ...................................................................................................................................................................... 26
The Icon Story ........................................................................................................................................................................................................................ 26
Brand development............................................................................................................................................................................................................... 28
KPI’s and Measurements of Success ..................................................................................................................................................................................... 28
Satellite activities: ................................................................................................................................................................................................................. 29
Risk Factors ............................................................................................................................................................................................................................ 30
Icon: Lake Brunner.................................................................................................................................................................................................................... 31
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
The Icon Story ........................................................................................................................................................................................................................ 31
Objective:............................................................................................................................................................................................................................... 32
Brand development............................................................................................................................................................................................................... 33
KPI’s and Measurements of Success ..................................................................................................................................................................................... 33
Satellite activities .................................................................................................................................................................................................................. 34
Risk Factors ............................................................................................................................................................................................................................ 35
Icon: Hokitika Gorge ................................................................................................................................................................................................................. 36
The icon Story ........................................................................................................................................................................................................................ 36
Objective:............................................................................................................................................................................................................................... 37
Brand development............................................................................................................................................................................................................... 38
KPI’s and Measurements of Success ..................................................................................................................................................................................... 38
Satellite icons: ....................................................................................................................................................................................................................... 39
Risk Factors ............................................................................................................................................................................................................................ 40
Icon: Glaciers – Fox and Franz Josef......................................................................................................................................................................................... 41
The Icon Story ........................................................................................................................................................................................................................ 41
Objective:............................................................................................................................................................................................................................... 42
Brand development............................................................................................................................................................................................................... 43
KPI’s and Measurements of Success ..................................................................................................................................................................................... 43
Satellite activities: ................................................................................................................................................................................................................. 44
Risk Factors ............................................................................................................................................................................................................................ 45
Icon: Haast – Te Wāhi Pounamu World Heritage Area ........................................................................................................................................................... 46
The Icon Story ........................................................................................................................................................................................................................ 46
Objective:............................................................................................................................................................................................................................... 47
Brand development............................................................................................................................................................................................................... 48
KPI’s and Measurements of Success ..................................................................................................................................................................................... 48
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
Satellite activities: ................................................................................................................................................................................................................. 49
Risk Factors ............................................................................................................................................................................................................................ 50
Cycleways and Walkways ......................................................................................................................................................................................................... 51
Objective:............................................................................................................................................................................................................................... 53
Risk Factors ............................................................................................................................................................................................................................ 54
RESULTS & KPIs TO BE ACHIEVED FROM OVERARCHING STRATEGY .......................................................................................................................................... 55
Key Objectives ........................................................................................................................................................................................................................... 55
Major Drivers of Tourism Growth for the West Coast ............................................................................................................................................................. 56
Primary Icons Timelines................................................................................................................................................................................................ 56
Secondary Icons Timelines ........................................................................................................................................................................................... 56
Gateway Hubs ....................................................................................................................................................................................................................... 56
Forecast Visitor Growth by Icon ............................................................................................................................................................................................... 57
Forecast KPIs for West Coast Region ........................................................................................................................................................................................ 58
Market Share ............................................................................................................................................................................................................................. 59
............................................................................................................................................................................................................................................... 59
Marketing Activity Plan and Budget ......................................................................................................................................................................................... 60
Year 1 – 2017 Objectives ....................................................................................................................................................................................................... 60
Year 2018 - 2021 Objectives .................................................................................................................................................................................................. 61
First Draft of Proposed Campaign Plan ................................................................................................................................................................................ 62
............................................................................................................................................................................................................................................... 62
Appendix.................................................................................................................................................................................................................................... 66
Rationale in Forecasting KPIs: ............................................................................................................................................................................................... 66
Assumptions in Forecasting Target Market: ........................................................................................................................................................................ 66
Marketing Budget Detail ....................................................................................................................................................................................................... 67
Case Study – TNZ 100% Pure New Zealand Brand Campaign .............................................................................................................................................. 75
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
West Coast Tourism Brand Key............................................................................................................................................................................................. 82
Risk Factors Chart .................................................................................................................................................................................................................. 83
Objectives Priority Matrix by Icon ........................................................................................................................................................................................ 84
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
6 TOURISM WEST COAST - Marketing Plan 2017-2021 Final
A new Brand for Tourism West Coast
Tourism marketing on the West Coast has been fragmented across the region with a West Coast Southern Alps umbrella brand that illustrates the
geographical nature of the region and many unconnected sub-brands, which do not communicate what the region has to offer. Consequently, the region
has not been well positioned and marketed to compete effectively in the competitive tourism environment, it is not showing the growth required to give
social and economic benefits to our people, and, is losing market share in a growing New Zealand tourism market. The West Coast currently stands at only
1.78% share of total NZ.
The West Coast needs ‘more people, more often, staying longer, spending more’ and getting a world class, high quality visitor experience, in order to
deliver improved economic benefits.
How do we achieve this?
Tourism West Coast (TWC) has taken an in depth look at what it means to be a ‘Coaster’ and what attracts visitors to the Coast. The environment has
created the Coasters’ pioneering spirit with the breath-taking wilderness of mountains, rainforest, lakes and waterfalls, it is an environment that is hard to
tame – the essence of what the West Coast represents. The West Coast of the Southern Alps' was not capturing this essence - and was losing relevance - to
the people that live, and visit the coast.
TWC looked at the success generated by Tourism New Zealand’s (TNZ) 100% Pure New Zealand Branding Campaign for inspiration, and found many
parallels with the current West Coast situation, both in the fragmented nature of organisation and budget and in the lack of a brand identity (see appendix
for case study on TNZ’s 100% Pure New Zealand Campaign).
This 100% Pure New Zealand campaign has been running for 18 years and is now ranked as the 3rd best destination brand in the world. The TWC team
realised that there is perfect synergy for the West Coast with the 100% Pure New Zealand Brand and that there would be significant benefits from creating
a strong bond with the overarching TNZ Brand by aligning a new West Coast Tourism Brand with it, something that has not been done by any of the other
30 Regional Tourism Organisations in New Zealand.
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
TWC has developed a new Brand – West Coast, UNTAMED NATURAL WILDERNESS. This new
brand will communicate the strengths of the West Coast region. From the positioning and imagery
created, visitors and stakeholders will immediately know the diversity of what the West Coast has
to offer:
Experience an unforgettable journey from glaciers, along rugged coastlines, wild rivers and lakes,
past natural rock formations to pristine beaches on the most scenic roads and cycle ways.
This brand was created with an emotional connection for Coasters, businesses and visitors - this is
the Coasters brand. It represents the place we call HOME. It's a symbol of who we are, what we
stand for, and, it underpins our values and creates a sense of belonging. The brand shows the
world what the West Coast has to offer and creates a place that is desirable to visit. For TWC the
brand represents the biggest CHANGE ever made - it is the overarching element that will make all
upcoming projects memorable.
The West Coast Brand has been aligned to TNZ 100% Pure New Zealand. It has been developed through regional workshops, and by Brand Specialists who
understand what the Coast has to offer.
The Brand Essence: UNTAMED NATURAL WILDERNESS
(See appendix for the full Brand Positioning Key)
The new Brand has already attracted some great endorsements from leading industry and business personnel:
“Well thought through and expressed. ‘UNTAMED NATURAL WILDERNESS’ captures all I believe to be the West Coast.”
Kevin Roberts – CEO, Saatchi & Saatchi World Wide. Doctorate in Marketing NZ.
“UNTAMED NATURAL WILDERNESS is a powerful succinct positioning that reflects the brands essence perfectly.”
Kevin Kenrick – CEO, TVNZ. Master’s Degree in Marketing.
“The work that has been done in the West Coast region to capture the essence of their outstanding natural assets within
their brand development talks to our consumers in a way that will inspire them to visit. Well done team.”
Natasha Keene – Marketing Manager, Tourism New Zealand
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
“You have not only set the standard, you have raised the bar”
Ian Collier – Air New Zealand, Regional Affairs Manager
"The branding epitomises what the West Coast means both on a national and international stage, certainly tells our clients
exactly what to expect!"
Mark O’Donnell – CEO, House of Travel
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final
Building the West Coast Brand
To build the brand effectively, it is imperative that all activities and branding across the Coast are aligned to a one Coast strategy.
To deliver the required economic benefits of increased employment and GDP across the whole of the coast, we need to attract more visitors that stay
longer, we need to ensure that visitors experience world class attractions from Haast through to Karamea. Currently only 15% of the 1.2m visitor guest
nights arriving from the south go North to Buller. The distance from Haast to Karamea should be an enabler, not an obstacle, but Punakaiki (Pancake rocks)
is currently perceived as the only draw card North of Kumara Junction.
The strategy workshops held across the Coast centred on:
• What are our world class icons that will attract more visitors to stay longer along the 620km of coast?
• What are our satellite activities to the icons that make the Coast such a special place which will encourage visitors to stay longer?
• What will attract visitors to arrive in shoulder and low seasons? The Coast needs this growth in regional dispersal and promotion of shoulder and
low seasons.
• How can we alter the flow, and the balance between International and Domestic visitors along the Coast?
Currently, the Glaciers and Punakaiki are recognised as world class icons. The Coast needs to develop existing icons and a new icon to encourage tourists
to visit. The Oparara Arches has been selected as an additional icon that can deliver as a world class visitor attraction to travel north.
The 6 icons that have been selected along the Coast are:
• Oparara Arches;
• Lake Brunner;
• Punakaiki, Pancake Rocks and Blow Holes;
• Hokitika Gorge;
• Glaciers – Franz Josef and Fox;
• Haast – Te Wahi Pounamu World Heritage area;
Two important spheres of activity that will also drive an increased number of Guest nights are:
• Cycle Tracks and Walkways – an integrated series of world class cycle ways and walkways across the region
• Regional Events which attract visitors to the area e.g. Whitebait Festivals; Wildfoods Festival, Fresh water fishing etc.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalBEFORE AFTER
Each icon will be developed as a sub-brand of the new
West Coast brand, creating an immediate and instantly
recognisable link with the region. Each main icon will
also have 5 or 6 satellite activities and attractions that
further communicate the strengths of the area. This icon
selection will help change the tourist flow - see before
and after maps
Tourist Hubs
Gateway tourist hubs will be developed which will
facilitate travel and information at key points on the
Coast.
What is a gateway hub? A gateway hub will become a destination in itself through developing
existing information centres/i-SITEs. These new hubs will contain cafés, lounge and bathroom
facilities, sell merchandise, attraction tickets, and a virtual reality room that will focus on the
icon closest to which it is located. It will also sell the story of the entire West Coast, inviting
you to visit the next icon on your travels.
The following sites have been identified:
• Haast
• Franz Josef
• Hokitika
• Greymouth
• Punakaiki
• Westport
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TOURISM WEST COAST - Marketing Plan 2017-2021 Final2017 – 2021 Objectives Summary
In 2017, TWC will focus on bringing the new Brand to life and the development of the icon brands, thereby creating an emotional attachment
to the West Coast.
In subsequent years, the icons will be the focus of marketing and promotional expenditure. As we saw with the TNZ 100% Pure New Zealand
rationale, it is important to establish the Brand and then focus on other objectives. This strategy, developed by TNZ, will enable us to deliver
on the long-term objectives:
1. Increase Visitor arrivals from 870,000 to 1.1 million (increase by 230,000 visitors)
2. Increase tourism expenditure from $470m to $810m (increase of $340m)
3. Increase visitor nights by increasing average length of stay from 2.0 to 2.7 (increase by 0.7)
4. Increase GDP contribution from $95m to $157m (increase by $62m)
5. Increase tourism employment from 2018 FTE’s to 2532 FTE’s (increase of 514 jobs)
Enablers
• DOC is a Key enabler of the Icon Development programme. Growth forecasts are dependent on the icons being developed on schedule
• Funding to develop and achieve the goals will be dependent on funds being made available by all relevant parties. In the case of DWC, the
project fits the demand of their trust deed in creating jobs and employment on the Coast.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalObjectives Priority by Icon
Icons Oparara Arches Punakaiki – Lake Brunner Hokitika Gorge Glaciers- Franz Haast – Te Wāhi
Objectives Pancake Rocks & Josef & Fox Pounamu World
Blow Holes Heritage Area
As Forecast for As Forecast for
1. Increase visitor
As Forecast As Forecast Lake Brunner and As Forecast Haast Visitor
arrivals
Cycle Trail Centre
2. Increase tourism
expenditure
Increase in Increase in Increase in
3. Increase visitor Increase in Increase in
Shoulder Season Shoulder Season Shoulder Season Increase in Haast
nights (average Shoulder Season Shoulder Season
in Buller and Grey in Westland in Westland area
length of stay) in Buller District in Grey District
District District District
Increase in GDP
Increase in GDP Increase in GDP
4. Increase GDP for Buller and
for Buller District for Grey District
Grey District
5. Increase tourism
employment
KEY:
High Priority
Medium Priority
Low Priority
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalTarget Market
International
(In order of Importance for Growth opportunities)
International growth targets have been selected based on TNZ growth forecasts, current growth on the West Coast from these markets, and the affinity of
these markets to be seeking the tourism experience and activities that the Coast has to offer.
The primary objective over the next 3 years is to ensure that these markets understand what the Coast has to offer by launching the new Brand and icons
with strong marketing and presentations that clearly repositions the Coast and creates demand for what the Coast has to offer bringing new International
visitors from 7 key international markets.
2016 2021
International Target Markets KPIs
Australia 75,993 96,988
OTHERS
China 58,953 98,021 REST OF ASIA
GERMANY
USA 28,474 40,102
Rest of UK
Europe 126,843 169,584 REST OF EUROPE
USA
UK 56,690 66,996
CHINA
Germany 69,206 91,568 AUSTRALIA
Rest of Asia 70,928 98,550 - 50 100 150 200
Thousands
Others 32,913 35,572
2021 2016
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalInternational Arrivals Growth
Forecast West Coast v. TNZ
Compound Growth Rates
8.0%
West Coast 6.1% 7.0%
TNZ 5.4% 6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
2017 2018 2019 2020 2021
West Coast forecast TNZ forecast
Insights from Key Markets
Independent Professionals (IPs) are people aged 25-54 years old
Active Boomers (ABs) are people aged 55-74 years old
Australia
The Australian market has been showing a 6% growth for visitors to NZ. This is a key market for the West Coast as visitors tend to travel for an average of
11 days, are self-drive and often repeat visitors.
IPs are the largest segment within our target audience, making up 60% of Australian arrivals between the ages of 18-74. TWC will target predominantly IPs
with an average income of AUD $90k. These visitors are looking to have fun and enjoy themselves; learn and explore new things; and, take a break from
routine.
ABs are the second largest segment of our target audience from Australia, making up 26% of arrivals aged between 18-74.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalAustralians are likely to be attracted to all the West Coast icons and have high interest in fishing. Top activities are observing wildlife; walk/hike/tramp of
3+ hours, but not overnight; cycling, and national parks.
China
China is a high growth market and has been showing a 19% growth rate for visitors to NZ. There is increased interest in the West Coast from the China
market, and operators will need to ensure that they are ready to deliver on the needs of the Chinese visitor.
IPs are our largest segment within our target audience, making up 68% of total arrivals into New Zealand from China.
ABs are the second largest segment of our target audience, making up 28% of arrivals from China aged between 18-74.
For Chinese visitors, New Zealand is in the competitive set including destinations such as Australia, Hawaii, France and Bali. Our strengths are our clean and
unpolluted environment as well as our landscapes and scenery.
There are 2 groups that are actively interested: ABs and IPs - Reasons for travel are: to get in touch with nature; to broaden the mind; to have fun and
enjoy life; and, particularly important, to indulge and pamper; and investing in social status.
The current trend is for organised coach tours staying for 3 days with an average length of stay of 8 days, but there is growth in FIT visitors. Chinese visitors
direct from Shanghai is a growing sector of the market. They tend to be first time visitors and arrive in summer or autumn.
Top activities are: observing wildlife; walk/hike/tramp – tend to be short walk; Maori culture; Beach; National parks; water features.
We believe Chinese visitors will be attracted to World Heritage Areas, Hokitika Gorge, Punakaiki and culture/history activities that show the Chinese
Heritage of the Gold fields.
Germany & Rest of Europe
The German market has been showing a 13% growth rate for visitors to NZ. This is an important market for the West Coast as our German visitors tend to
stay longer. Often, they are in market for up to 49 days. Many of them are independent professionals who are self-drive with a partner. They are one of
the highest users of campervans.
IPs are our largest segment within our target audience, making up 66% of total arrivals into New Zealand from Germany.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalRest of Europe have similarities to the German market and make up a high proportion of current visitors to the West Coast.
Both groups are interested in TranzAlpine
Reasons for travel: to get in touch with nature; to interact with people of different cultures and lifestyles; to broaden the mind.
Top activities: Walk/hike/tramp; Observing wildlife; Beach; National Parks; Geothermal.
We believe UNTAMED NATURAL WILDERNESS is perfect for the German market and that all icons will have high appeal, particularly, The Oparara Arches;
World Heritage; and Hokitika Gorge.
UK
The UK market has grown at 9% for visitors to NZ. They tend to be self-drive and stay for 2-4 weeks arriving in summer but also in the shoulder seasons of
spring and autumn. Most UK travellers arrive via Australia. Visitors have a range of incomes. Many are visiting friends and family, but exploring whilst here
and visit 6 regions on average.
Interests include: learn and explore; have fun and enjoy themselves; feel relaxed.
Activities include: Observing wildlife; Walk/Hike/Tramp – visit 3 National Parks on average; Beach; Maori culture; History and culture
We believe UK visitors will be interested in all icons.
USA
The US market has shown a recent growth rate of 18%. The US market is termed as ‘Active Considerers’ by TNZ. Active Considerers from the USA are here
to get in touch with nature and broaden their minds. To help our visitors achieve this, we need to communicate how easy it is to travel around New Zealand
and particularly, on the West Coast.
IPs are the second largest segment of the US target audience, making up 44% of US arrivals aged between 18-74. ABs are our largest segment within our
target audience, making up 49% of total US arrivals into New Zealand.
Both of these groups are here for 1-2 weeks and look to explore new things.
We believe that US visitors would be interested in all of the icons. They also are interested in fresh water fishing.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalDomestic
West Coast domestic tourism is currently dependent on its neighbouring regions. The primary objective over the next five years is to grow visitors from the
Auckland and Wellington markets through marketing the attributes of the Coast and its icons to those interested in the outdoors; specifically, cyclists and
walkers. Domestic travellers may not be considering the Coast because they don’t know what is on offer and it is perceived as too difficult and expensive to
get to.
The secondary objective is to continue to market to the neighbouring regions. To attract more domestic visitors, we need to provide a reason such as
Events, reunions, Meetings etc. The TIA DGiT forecasting tool gives insights on potential travellers that the Coast is currently missing out on. Similar
targeting to Auckland and Wellington markets will be used to attract new visitors to the Coast from these regions.
Domestic Target Market KPIs
2016 2021
ALL OTHERS
Canterbury 167,796 208,291 OTAGO
WELLINGTON
Auckland 45,202 70,169
NELSON/TASMAN
Nelson/Tasman 42,068 48,202 AUCKLAND
CANTERBURY
Wellington 18,294 28,113
Otago 26,300 30,135 - 50 100 150 200 250
Thousands
All others 50,340 52,908
Domestic Target Markets KPI 2021 Domestic Target Markets KPI 2016
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalInsights from Key Markets
Domestic visitors are looking for a quality experience and want to explore their heritage and culture. They need to have a good understanding of what is on
offer on the Coast. The heritage of Coal mining, Gold mining and Pounamu are strong interest factors for domestic visitors.
UNTAMED NATURAL WILDERNESS will resonate with those looking to enjoy the outdoors and especially the walk ways and cycle ways.
Auckland
A key target market for TWC is Auckland. Currently a very low number of visitors arrive on the West Coast from the Auckland market. Factors include cost
of travel and ease of getting here.
Top activities that potential Auckland visitors look for: Scenic boat trip; Walking/hiking/tramp; Vineyard; Beach – this list would suggest that Aucklanders
are not aware of what the Coast has to offer - the new Brand Campaign will change this. They are also interested in photography.
Key messages for the Auckland market are to escape daily stress and explore the outdoors with a secondary message of discover something new and attend
special events.
Cycling and Walking trails are a key attraction for a strong segment of the Auckland market.
Wellington
Wellington is the second key target market with few visitors currently. Wellington visitors tend to travel by road.
Wildlife, short walks, beach and hot pools are of interest. Also, a high interest in cycling and hiking activities, visiting family and friends and events.
Wellington visitors would be attracted to the Oparara Arches and Punakaiki, Pancake Rocks.
Canterbury
Canterbury is currently the largest visitor market for the West Coast. DGiT shows potential trips of 1.6m visitors. TWC will continue to target Canterbury
and look for potential growth from interest areas such as cycling and walking that have not been tapped into. Many Canterbury visitors are last minute
travellers rather than being planned out months in advance, but they have planned their activities prior to travel.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalAlmost all visitors travelling by road with some day trips via TranzAlpine. Events are attractive to this group of visitors.
Activities of interest include: cycling; hiking: fresh water fishing; heritage and culture; events.
Otago
Queenstown, Central Otago and Lake Wanaka visitors tend to be road trips with a high number of last minute day trips. Many stay with family and friends
Dunedin visitors tend to be more cost conscious and stay with friends and family making day trips in the area that they are staying in.
Activities of interest: beach; walking; events; natural attractions.
Icons of interest: The World Heritage area, the Glaciers, Hokitika Gorge. Also, River Safari, Lake Matheson, Okarito
Nelson/Tasman
TWC will continue to market to the Nelson/Tasman market. DGiT data suggests that work commitments are a barrier. A high number from this market
travel by road. High number of active boomers in this market on fixed incomes. Many stay with friends and family.
This market is interested in: Cycling; Hiking; Natural attractions; Culture and Heritage; Events.
Icons of interest would be Oparara Arches, Punakaiki, Lake Brunner and the associated activities.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalIcon: Oparara Arches
The Icon Story
The Oparara Arches and caves are the largest limestone formation in
the Southern Hemisphere with whiskey coloured river, rainforest and
moa bones all within the Kahurangi National Park. This will become
an iconic world class attraction through developing the walkways and
lighting of the arches to create a must see interactive visitor
experience.
The icon will be developed by building boardwalks through the bush
into the caves, across the lake and river. The caves will be back lit to
show the internal cave features and Moa bones. At various
locations, signage will be placed to explain the uniqueness of the
arches and provide information on the discovery and history.
Access
The plan for ease of access is a park and ride, and the road tidied up
but not sealed. The world class visitor experience starts on the
journey to the Oparara basin with history and legends.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalObjective:
Create a major world class visitor attraction in North Buller that equals the attractiveness of Punakaiki and the Glaciers to leverage movement across the
coast and extend visitor days in the Buller region.
• Launch Date: November 2019
• Increase visitor arrivals from 20,000 in 2016 to 66,837 in 2021
• Increase visitor numbers travelling from the glaciers and Punakaiki to increase night’s stay and visitor expenditure for the Buller district
Oparara Arches Arrivals Increase in Visitor Nights
160 5,000 4,394
139
Thousands
4,058
THOUSANDS
4,500
140 3,744
115 4,000 3,392
120 3,500 3,065
96 2,797
3,000 2,551
100 2,324
80 2,500 2,118
1,827
80 67 2,000
60 48 1,500
631 696 751 813
1,000 407 459 518 567
32 311 360
40 21 500
20 21
20 -
Actual Forecast Projection
-
Actual Forecast Projection 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Buller Total West Coast
The increase in Visitor nights could occur at any accommodation unit throughout Buller and Upper Buller district for access to the Oparara Arches and the
activities and attractions of the satellite icons in the Upper Buller area which stretches from Charleston up the Coast to Karamea.
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalBrand development
Brand development of the Oparara Arches Brand and imagery to ensure connection with the West Coast Brand.
Effective international and domestic advertising and promotion will increase the awareness of the icon and the wider Buller district, creating demand and
extending visitor days/nights within the West Coast region. The icon will feature in TWC presentations from 2017, with development of brand collateral
followed by icon specific advertising and promotions scheduled to come on stream in time for the November 2019 launch of the icon.
KPI’s and Measurements of Success
• Achieve the increase in Visitor arrivals at the Oparara Arches as forecast – Measurement through DOC visitor count
• Increase in Visitor overnight stays in shoulder season in Buller district – CAM and Qrious data
• Increase in GDP for Buller District - MBIE
Icon Oparara Arches
Objectives
KEY:
1. Increase visitor High Priority
As Forecast
arrivals Medium Priority
Low Priority
2. Increase tourism
expenditure
3. Increase visitor
Increase in Shoulder
nights (average
Season in Buller District
length of stay)
Increase in GDP for
4. Increase GDP
Buller District
5. Increase tourism
employment
23
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalSatellite activities:
The satellite activities have been chosen to give a good cross section of visitor attractions to help extend the stay of visitors in the area.
• Scenic Buller Gorge - Drive South to the West Coast taking in the natural wilderness of the Buller Gorge
• Reefton Town of Light–The first town to have a public supply of electricity and the first to switch on an electric street lighting system in the
Southern Hemisphere
• Historic Denniston – Coal mining relics and the people’s story told of how it used to be living on the plateau
• Nature and Adventure Tours – OutWest Tours Johnnys Journey into Awakari Valley
• Seal Colony Seascapes – Tauranga Bay and Cape Foulwind, the sea and kekeno seals
• Westport – This town is the gateway to the surrounding activities and national parks
24
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalRisk Factors
Activity Timing Outcome Cost KPI Risk Action to Get back on Responsible
Analysis Track
Completion of the November Improved visitor $5m Increase visitor S If delay in completion, need TWC
upgrade of walkways 2019 satisfaction and (2 numbers from revised project plan, timings
and walkway lighting visitor numbers years) 20,000p.a.to and forecasts
for a world class visitor 66,837 p.a. by
experience 2021
Effective marketing 2018/2019 Achievement of Increase visitor S If numbers not achieved, TWC
plan to overcome visitor arrivals KPI numbers from review marketing plan and
challenges of distance 20,000p.a. to insights for improved plan
to icon from other 66,837 p.a. by
attractions and achieve 2021
the target increase in
visitor numbers
Tourism Product By A range of new Increased T Review new products forecast TWC/local
Development – plan of November product number of for completion or development Operators
action 2019 developed and product in 2018/19. Develop further
ready for market offerings plan of action to encourage
in Buller and new product development by
Upper Buller operators/investors
Risk – One Road Access 2017 Strategic Business Business case S Review risk strategy for crisis BDC
to Karamea – case completed Management of road access
Wangapeka Road issues
feasibility assessment
25
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalIcon: Punakaiki – Pancake Rocks & Blow Holes
The Icon Story
Punakaiki – the Pancake rocks and Blow holes are already a
significant icon of world class attraction for the West Coast with
448,000 visitors p.a. The second most visited natural attraction
in New Zealand.
Stunning limestone rocks carved naturally by the environment
to resemble pancakes, blow holes, Sea geysers, views of the
Tasman Sea, with an easily accessible walkway through the
Paparoa National Park.
The growth of tourism at this icon has placed increased pressure
on the facilities and infrastructure with need for improvement
to deliver a safe environment and future world class visitor
experience.
Punakaiki will play a major part in ensuring economic success of
the Buller district of the Coast in continuing to offer a world
class integrated visitor experience from arrival to departure.
With an enhanced visitor experience at Punakaiki, visitors will
be encouraged to stay longer and visit more attractions in the
area.
The development will be sensitive to the environment and include improving the car park area by moving it to the south end. Creating a walk way along the
east side to café, tourist hub and gift shops. Access to the rocks will be from the new car park only via an underground tunnel. The rocks are to be lit up to
provide a day/night world class tourist experience. A well-located visitor infrastructure with a strong Ngati Waewae cultural heritage footprint.
26
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalObjective:
• To make Punakaiki a day/night story with an improved integrated visitor experience and additional accommodation and at least double the time of
the average visit to the attraction from one hour to two hours
• Increase visitor arrivals from the current 448,000 p.a. to 556,329 p.a. by 2021
• Increase in number of overnight stays to encourage visitors to visit other attractions in the area
• Launch date November 2018
Punakaiki - Pancake Rocks Increase in Visitor Nights
800 5,000 4,394
Thousands
688
THOUSANDS
4,500 4,058
700 656 3,744
624 4,000
595 3,392
566 3,500 3,065
600 539
514 2,797
470 489 3,000 2,551
500 448 2,324
2,500 2,118
1,827
400 2,000
1,500
300 696 751 813
1,000 518 567 631
311 360 407 459
200 500
100 -
Actual Forecast Projection
-
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Actual Forecast Projection
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 Buller Total West Coast
27
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalBrand development
Brand development of the Punakaiki Brand and imagery to ensure connection with the West Coast Brand.
The icon will feature in TWC presentations from 2017, with further development of imagery as the redevelopment commences. Development of brand
collateral followed by icon specific advertising and promotions scheduled to come on stream in time for the November 2018 launch of the icon
improvements.
KPI’s and Measurements of Success
• Achieve the increase in Visitor arrivals at the Punakaiki – Measurement through DOC visitor count
• Increase in Visitor overnight stays in shoulder season in Buller district – CAM and Qrious data
• Increase in GDP for Buller District (and Grey District)
- MBIE
Icon Punakaiki –
Objectives Pancake Rocks &
Blow Holes High Priority
KEY: Medium Priority
1. Increase visitor Low Priority
As Forecast
arrivals
2. Increase tourism
expenditure
Increase in
3. Increase visitor
Shoulder Season
nights (average
in Buller and Grey
length of stay)
District
Increase in GDP
4. Increase GDP
for Buller District
5. Increase tourism
employment
28
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalSatellite activities:
The satellite activities have been chosen to give a good cross section of visitor attractions to help extend the stay of visitors in the area.
• The Great Coast Road – Rated by Lonely Planet as one of the top scenic roads in the world and Coasters use it just to get around
• Kayaking – If you wanderlust to see the world your own way, take your time exploring the area of Punakaiki by canoe, kayak or paddleboard
• Arts & Crafts – Let your creative side be unleashed by creating your own arts and crafts
• Unique Ecology – Home to the native Nikau palm tree
• Adventures in the Underworld – Go caving and see the galaxy of glow worms
• Truman Track – A short track to the Tasman Sea and be greeted by a spectacular show of the untamed Tasman sea waves crashing on the shore
29
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalRisk Factors
Activity Timing Outcome Cost KPI Risk Action to Get back on Responsible
Analysis Track
Punakaiki November World class experience $8- Increase visitor S Any delays to the project need DOC
Enhancements 2018 encouraging visitors to 10m (4 arrivals from to be communicated and revised
stay longer and visit years) 448,000 p.a. to plan of activities agreed with
other attractions in the 556,329 p.a. by revised forecasts
area 2021
Product Ongoing A range of new tourism New product T Review at end of 2017 - Work TWC/Key
Development product including scheduled with key stakeholders and Stakeholders
accommodation and agencies to encourage
staff accommodation investment at and around
Punakaiki and work with current
operators to encourage change
30
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalIcon: Lake Brunner
The Icon Story
Lake Brunner/Moana is known for the abundance of Brown Trout. A haven for water sports including jet boating, yachting and paddle boarding, it is a lake
where the keen fresh water fisher can fish all 12 months of the year whereas fishing in the local rivers is seasonal. The TranzAlpine Rail Service stops in
Moana making it an ideal destination for outdoor activities of all kinds on the lake.
The development of the dual-purpose grade 2 Lake Brunner cycle/walking trail will link Moana Village to the West Coast Wilderness Trail at Kumara which
will also assist in increasing visitor numbers to the area.
Lake Brunner and the new trail are ideally situated to attract visitors who are already visiting Punakaiki and will be highlighted through the gateway hub of
Greymouth
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TOURISM WEST COAST - Marketing Plan 2017-2021 FinalObjective:
• Establish Lake Brunner/Moana as a major icon
• Increase visitor arrivals from the current 25,000 p.a. to 73,242 p.a. by 2021
• Launch date: Lake Brunner is on stream; Cycleway launch April 2018
• Increase in Visitor nights to the Grey district in line with forecast
Increase in Visitor Nights
Lake Brunner 5,000
4,394
Thousands
160 143 4,500 4,058
THOUSANDS
3,744
140 124 4,000
3,392
120 3,500 3,065
104 2,797
3,000 2,551
100 86 2,324
2,500 2,118
72 1,827
80 61 2,000
60 49 1,500 1,063 1,151
39 882 977
31 685 782
40 25 1,000 498 558 612
420
20 500
-
-
Actual Forecast Projection
Actual Forecast Projection
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Grey Total West Coast
32
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalBrand development
Brand development of Lake Brunner Brand and imagery to ensure connection with the West Coast Brand.
Effective international and domestic advertising and promotion will increase the awareness of the icon and the wider Grey district, creating demand and
extending visitor days/nights within the West Coast region. The icon will feature in TWC presentations from 2017, with further development of imagery as
the development of the Cycleway commences. Development of brand collateral followed by icon specific advertising and promotions scheduled to come
on stream in time for the April 2018 launch of the Cycleway.
KPI’s and Measurements of Success
• Achieve the increase in Visitor arrivals at Lake Brunner – Measurement through the 4 key accommodation venues
• Increase in Visitor overnight stays in shoulder season in Grey district – CAM and Qrious data
• Increase in GDP for Grey District - MBIE
• Increase in visitor arrivals for Lake Brunner Cycle Trail - Measurement through trail counter
KEY:
Icon Lake Brunner
Objectives
High Priority
As Forecast for Lake Medium Priority
1. Increase visitor arrivals Brunner and Cycle Low Priority
Trail
2. Increase tourism
expenditure
3. Increase visitor nights Increase in
(average length of Shoulder Season in
stay) Grey District
Increase in GDP for
4. Increase GDP
Grey District
5. Increase tourism
employment
33
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalSatellite activities:
The satellite activities have been chosen to give a good cross section of visitor attractions to help extend the stay of visitors in the area
• TranzAlpine – A scenic rail trip from Christchurch which arrives in Greymouth at 12.45pm and stops at Lake Brunner
• Shantytown – An authentic old time village, steam train, holograph cinema, dress up for an old photo
• West Coast Wilderness Trail – Cycle along riverside, breakwaters of the rugged Tasman Sea, along the Coastline to Kumara
• Brunner Mine – Mining history
• Monteiths – Craft beer, brewery tour, tapas
• On Yer Bike – mud adventures, Haggalund, biggies and quad bikes
34
TOURISM WEST COAST - Marketing Plan 2017-2021 FinalRisk Factors
Activity Timing Outcome Cost KPI Risk Action to Get back on Responsible
Analysis Track
Ongoing Increase visitor numbers and Increase visitor T Revised plan for promoting TWC
promotion of Ongoing attract new investment for numbers from the icon and action plan for
Lake Brunner new product, especially the current working with stakeholders and
and promotion increased number of fishing 25,000 p.a. to agencies for new product
of new cycleway Guides 73,242 p.a. by development creation and
2021 investment
Risk factor – Bio Ongoing Need all operators to be Keep Lake S Should a bio hazard occur, DOC
hazards e.g. aware of bio hazard to prevent Brunner clean report on the seriousness and WCRC
Didymo spread of such hazards from of bio hazards put plan of action in place with Fish & Game
other areas - Promote ‘Check, communication to relevant
Clean, Dry’ mantra with all parties in the area
fishing and water sports
equipment
35
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