Northland Growing Northlands Economy

Northland Tourism Tactical Marketing Plan July 2017 ndash June 2018

This Plan outlines Northland Incrsquos Tactical tourism initiatives for the Year 01 July 2017 to 30 June 2018

This tactical framework has the overall objectives of bull Increasing Northland presence and profile in developing

offshore visitor source markets

bull Building and developing trade relationships inside New Zealand and offshore

bull Focusing on the development and supply of motivating destination content for delivery to third party channels

bull Present an expanded range of Northland experiences in front of international consumers through influencing wholesaler programmes and training frontline staff

bull Gaining better domestic market cut-through and performance for the main sub-regional destinations within Northland using social and digital tools

bull Maximising the use of PR and media visit activity to raise international and domestic consumer awareness

The annual plan framework will be consistent to 30 June 2018 although priorities and programme details may alter during the period dependent on trend or marketplace changes that occur on industry feedback and investment levels and as the Tai Tokerau Northland Economic Action Plan continues to roll out

The Plan for this year includes Year 3 of the expanded destination marketing programme made possible by an increase in the annual funding available to Northland Inc for Regional Promotions from Northland Regional Council as well as through the member-funded Northland International Marketing Group (IMG)

Additional funds will be used to activate more in-depth activity in those markets prioritised by potential to build shoulder-season visitation and increase spend and dispersal Continuation of this funding beyond 30 June 2108 is yet to be finalised

Northland Incrsquos Mission To strengthen diversify and grow the Northland economy

Northland Incrsquos Primary Work Streams

Investment and Infrastructure

Business Innovation and Growth

Regional Promotions and

Tourism

Maori Economic Development

Tai Tokerau Northland Economic

Action Plan

Destination Marketing Drivers To grow the value of tourism in Northland by encouraging development of new products and experiences combined with a destination marketing programme focused on extending seasonal visitation and widening regional visitor dispersal to additional locations

Market Development Priorities 1 Domestic Leisure ndash utilise the Northland Journeys series

of routes to attract visitation with a focus on the Auckland market Target new New Zealanders primarily a shoulder-season focus

2 Australia ndash repeat visit market expand in-market trade relationships

3 North America ndash build on late 2016 marketplace visit initiative strengthen trade relationship

4 UK amp Europe ndash re-enter with marketplace visit re-establish trade relationships

5 South America ndash profile building build on mid-2016 and 2017 marketplace visit initiative

6 China ndash FIT focus work with China-ready operators expand trade and social media profile

7 India ndash Build on mid-2016 and 2017 marketplace visit initiative strengthen trade relationships

Planning As the Tai Tokerau Northland Economic Action Plans rolls out continually integrate Tactical Marketing Programme to align with and support development projects Twin Coast Discovery Project Northland Journeys to lead infrastructure and product development initiatives Focus is on seasonality regional spread and product dispersal enhanced promotion

Destination Communications - Approach Communicate a different destination make-up dependent on target audience Bay of Islands icon destination building one-region umbrella for developing markets three sub-regions and touring for international western markets focus on the Northland Journeys for sub-regional thematic targeted at domestic market Increasingly move to thematic communications via Northland journeys development

Coordination Coordinate Northland trade and media visit coordination continues as a top priority Trade and media activity will be delivered separately

Digital and Content Stronger focus on development of image moving footage and editorial content for supply to media channels and trade partners digital activity allocated more priority resource especially social media Enhancing Northlandrsquos online offering through new website development Greater integration of tourism imagery and content with other sectors of the economy

Tourism Structures and Industry Liaison Continue successful industry partner programmes like the International Marketing Group and Bay of Islands Marketing Group membership Available to work with sub-regional marketing clusters as and when needed

Product Development Continue revamp of Twin Coast Discovery project and development of the Northland Journeys framework support Northland Regional Growth Study initiatives support tourism cases for Investment and Growth Reserve funding application Support individual tourism businesses to help achieve trade ready status and support start-up tourism businesses

Northland Growing Northlands Economy

Level One corner Cameron and Walton Streets (Entry off Walton) Whangarei New Zealand

PO Box 1762 Whangarei 0140 Northland New Zealand

Phone +64 9 438 5110 Email tourismnorthlandnzcom

NorthlandNZcom | NorthlandNZ

This Plan outlines Northland Incrsquos Tactical tourism initiatives for the Year 01 July 2017 to 30 June 2018

This tactical framework has the overall objectives of bull Increasing Northland presence and profile in developing

offshore visitor source markets

bull Building and developing trade relationships inside New Zealand and offshore

bull Focusing on the development and supply of motivating destination content for delivery to third party channels

bull Present an expanded range of Northland experiences in front of international consumers through influencing wholesaler programmes and training frontline staff

bull Gaining better domestic market cut-through and performance for the main sub-regional destinations within Northland using social and digital tools

bull Maximising the use of PR and media visit activity to raise international and domestic consumer awareness

The annual plan framework will be consistent to 30 June 2018 although priorities and programme details may alter during the period dependent on trend or marketplace changes that occur on industry feedback and investment levels and as the Tai Tokerau Northland Economic Action Plan continues to roll out

The Plan for this year includes Year 3 of the expanded destination marketing programme made possible by an increase in the annual funding available to Northland Inc for Regional Promotions from Northland Regional Council as well as through the member-funded Northland International Marketing Group (IMG)

Additional funds will be used to activate more in-depth activity in those markets prioritised by potential to build shoulder-season visitation and increase spend and dispersal Continuation of this funding beyond 30 June 2108 is yet to be finalised

Northland Incrsquos Mission To strengthen diversify and grow the Northland economy

Northland Incrsquos Primary Work Streams

Investment and Infrastructure

Business Innovation and Growth

Regional Promotions and

Tourism

Maori Economic Development

Tai Tokerau Northland Economic

Action Plan

Destination Marketing Drivers To grow the value of tourism in Northland by encouraging development of new products and experiences combined with a destination marketing programme focused on extending seasonal visitation and widening regional visitor dispersal to additional locations

Market Development Priorities 1 Domestic Leisure ndash utilise the Northland Journeys series

of routes to attract visitation with a focus on the Auckland market Target new New Zealanders primarily a shoulder-season focus

2 Australia ndash repeat visit market expand in-market trade relationships

3 North America ndash build on late 2016 marketplace visit initiative strengthen trade relationship

4 UK amp Europe ndash re-enter with marketplace visit re-establish trade relationships

5 South America ndash profile building build on mid-2016 and 2017 marketplace visit initiative

6 China ndash FIT focus work with China-ready operators expand trade and social media profile

7 India ndash Build on mid-2016 and 2017 marketplace visit initiative strengthen trade relationships

Planning As the Tai Tokerau Northland Economic Action Plans rolls out continually integrate Tactical Marketing Programme to align with and support development projects Twin Coast Discovery Project Northland Journeys to lead infrastructure and product development initiatives Focus is on seasonality regional spread and product dispersal enhanced promotion

Destination Communications - Approach Communicate a different destination make-up dependent on target audience Bay of Islands icon destination building one-region umbrella for developing markets three sub-regions and touring for international western markets focus on the Northland Journeys for sub-regional thematic targeted at domestic market Increasingly move to thematic communications via Northland journeys development

Coordination Coordinate Northland trade and media visit coordination continues as a top priority Trade and media activity will be delivered separately

Digital and Content Stronger focus on development of image moving footage and editorial content for supply to media channels and trade partners digital activity allocated more priority resource especially social media Enhancing Northlandrsquos online offering through new website development Greater integration of tourism imagery and content with other sectors of the economy

Tourism Structures and Industry Liaison Continue successful industry partner programmes like the International Marketing Group and Bay of Islands Marketing Group membership Available to work with sub-regional marketing clusters as and when needed

Product Development Continue revamp of Twin Coast Discovery project and development of the Northland Journeys framework support Northland Regional Growth Study initiatives support tourism cases for Investment and Growth Reserve funding application Support individual tourism businesses to help achieve trade ready status and support start-up tourism businesses

Northland Growing Northlands Economy

Level One corner Cameron and Walton Streets (Entry off Walton) Whangarei New Zealand

PO Box 1762 Whangarei 0140 Northland New Zealand

Phone +64 9 438 5110 Email tourismnorthlandnzcom

NorthlandNZcom | NorthlandNZ

Destination Marketing Drivers To grow the value of tourism in Northland by encouraging development of new products and experiences combined with a destination marketing programme focused on extending seasonal visitation and widening regional visitor dispersal to additional locations

Market Development Priorities 1 Domestic Leisure ndash utilise the Northland Journeys series

of routes to attract visitation with a focus on the Auckland market Target new New Zealanders primarily a shoulder-season focus

2 Australia ndash repeat visit market expand in-market trade relationships

3 North America ndash build on late 2016 marketplace visit initiative strengthen trade relationship

4 UK amp Europe ndash re-enter with marketplace visit re-establish trade relationships

5 South America ndash profile building build on mid-2016 and 2017 marketplace visit initiative

6 China ndash FIT focus work with China-ready operators expand trade and social media profile

7 India ndash Build on mid-2016 and 2017 marketplace visit initiative strengthen trade relationships

Planning As the Tai Tokerau Northland Economic Action Plans rolls out continually integrate Tactical Marketing Programme to align with and support development projects Twin Coast Discovery Project Northland Journeys to lead infrastructure and product development initiatives Focus is on seasonality regional spread and product dispersal enhanced promotion

Destination Communications - Approach Communicate a different destination make-up dependent on target audience Bay of Islands icon destination building one-region umbrella for developing markets three sub-regions and touring for international western markets focus on the Northland Journeys for sub-regional thematic targeted at domestic market Increasingly move to thematic communications via Northland journeys development

Coordination Coordinate Northland trade and media visit coordination continues as a top priority Trade and media activity will be delivered separately

Digital and Content Stronger focus on development of image moving footage and editorial content for supply to media channels and trade partners digital activity allocated more priority resource especially social media Enhancing Northlandrsquos online offering through new website development Greater integration of tourism imagery and content with other sectors of the economy

Tourism Structures and Industry Liaison Continue successful industry partner programmes like the International Marketing Group and Bay of Islands Marketing Group membership Available to work with sub-regional marketing clusters as and when needed

Product Development Continue revamp of Twin Coast Discovery project and development of the Northland Journeys framework support Northland Regional Growth Study initiatives support tourism cases for Investment and Growth Reserve funding application Support individual tourism businesses to help achieve trade ready status and support start-up tourism businesses

Northland Growing Northlands Economy

Level One corner Cameron and Walton Streets (Entry off Walton) Whangarei New Zealand

PO Box 1762 Whangarei 0140 Northland New Zealand

Phone +64 9 438 5110 Email tourismnorthlandnzcom

NorthlandNZcom | NorthlandNZ

Northland Growing Northlands Economy

Level One corner Cameron and Walton Streets (Entry off Walton) Whangarei New Zealand

PO Box 1762 Whangarei 0140 Northland New Zealand

Phone +64 9 438 5110 Email tourismnorthlandnzcom

NorthlandNZcom | NorthlandNZ