Northland Tourism Tactical Marketing Plan...The Plan for this year is based on revised funding...
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Northland Tourism Tactical Marketing Plan July 2019 - June 2020
Transcript of Northland Tourism Tactical Marketing Plan...The Plan for this year is based on revised funding...
Northland TourismTactical Marketing Plan July 2019 - June 2020
This tactical framework has the overall objectives of; • IncreasingNorthlandpresenceandprofileindeveloping
andmatureoffshorevisitorsourcemarkets
• Buildinganddevelopingtraderelationshipsinside NewZealandandoffshore,andthedevelopmentandsupplyofmotivatingdestinationcontentfordelivery to third party channels
• Presenting an expanded range of Northland experiences tointernationalconsumers,throughinfluencingwholesaler programmes and training frontline staff
• Gainingbetterdomesticmarketcut-throughandprofileforthemainsub-regionaldestinationswithinNorthland,using social and digital tools
• MaximisingtheuseofPRandmediavisitactivitytoraiseinternational and domestic consumer awareness.
Theannualplanframeworkwillbeconsistentto30June2020,althoughprioritiesandprogrammedetailsmayalterduringtheperioddependenton;trendormarketplacechangesthatoccur,industryfeedback,significantmarketchanges,fundinglevelsandanywiderstrategicchangesmade throughout the year.
ThePlanforthisyearisbasedonrevisedfunding levelsforDestinationMarketingfortheperiod2018-2021.Along with our reduced base budget we will continue the successfulmember-fundedNorthlandInternationalMarketingGroup(IMG)withafocusonmarketingthroughtrade channels.
Fundswillbeusedtoactivatemorein-depthactivityinmarketsprioritisedbypotentialtobuildshoulder-seasonvisitationandincreasespend.
PrioritywillbegiventoprojectsthatallowNorthlandInc toleveragepartnershipfunding.
This Plan outlines Northland Inc’s tactical destination marketing initiatives for the year 1 July 2019 to 30 June 2020.
Northland Inc’s Mission: To strengthen, diversify and grow the Northland economy.
Northland Inc’s Primary Work Streams:
Investment and Infrastructure
Business Innovation and Growth
Destination Marketing and Management
Ma-ori Economic Development
Tai Tokerau Northland Economic
Action Plan
Destination Marketing DriversTogrowthevalueoftourisminNorthlandbyencouragingdevelopmentofnewproductsandexperiences,combinedwithadestinationmarketingprogrammefocussedonextendingseasonalvisitationandwideningregionalvisitordispersal to additional locations.
Market Development Priorities 1. DomesticLeisure–utilisetheNorthlandJourneysseries
ofroutestoattractvisitation,withafocusontheAucklandmarket.TargetnewNewZealanders,primarilyashoulder-seasonfocus.Partnerwithindustrymarketinggrouptoleveragecampaignreach.
2. Australia–repeatvisitmarket,expandin-market trade relationships, lead Northland operator contingenttomarket.
3. China–FITfocus,workwithChina-readyoperators,partnerwithkeyIBOstodevelopprogrammeitinerariesandbuildawarenessoftheregionatin-marketevent.
4. India–strengthenexistingtraderelationshipsandpartnerwithkeyIBOstodevelopitineraries.Promoteawareness of wider region and itinerary programmes atin-marketevent.
5. NorthAmerica–strengthentraderelationships,buildonpromotion of region to agents in feeder cities for Chicago directflightandotherNewZealandflightoriginlocations.
6. UK&Europe–buildonrecentre-introductiontomarket.Strengthentraderelationshipsatin-marketevents.
PlanningAstheTaiTokerauNorthlandEconomicActionPlanevolvesandtheProvincialGrowthFundsupportsfurtherregionaltourismdevelopmentprojectswewillcontinuallyintegratetheTacticalMarketingProgrammetoalignwithandsupportanincreasedsupplyofexperiences.TwinCoastDiscoveryProject/NorthlandJourneystoleadinfrastructureandproductdevelopmentinitiatives.Focusisonseasonality,regional spread and product dispersal, enhanced promotion.
Destination Communications - ApproachCommunicateadifferentdestinationmake-updependent on target audience: Bay of Islands icon destination building, one-regionumbrellafordevelopingmarkets;three sub-regionsandtouringforinternationalwesternmarkets;focusontheNorthlandJourneysforsub-regionalthematictargetedatdomesticmarket.
Visit CoordinationEnsureNorthlandtradeandmediavisitcoordinationcontinuesasatoppriority.Tradeandmediaactivitywillbedeliveredseparately.
Digital and ContentStrong focus on editorial content for supply to media channels and trade partners. Enhance Northland’s online offeringthroughwebsiteandsocialchannelreviewandactivity.Greaterintegrationoftourismimageryandcontentwith other sectors of the economy.
Tourism Structures and Industry LiaisonContinue successful industry partner programme, the NorthlandInternationalMarketingGroup.Prioritygiventosub-regionalmarketingpartnershipswherestrongindustryleveragecanbeobtained.
Product Development ContinueTwinCoastDiscoveryworkanddevelopment oftheNorthlandJourneysframework,supportTaiTokerauNorthlandEconomicActionPlaninitiatives,supporttourismapplicationsforProvincialGrowthFund.Supportindividualtourismbusinessestohelpachievetradereadystatus,andsupportstart-uptourismbusinesses.
Tactical Projects – refer to annual calendar of activity.
35 Walton Street, Level 1 (entrance), Whangarei, New Zealand
PO Box 1762, Whangarei 0140, Northland, New Zealand
Phone: +64 9 438 5110 Email: [email protected]
NorthlandNZ.com | #NorthlandNZ
