Tourism New Zealand Update Backpacker Conference 3 September 2010 Catherine Bates, GM Brand &...
-
Upload
deanna-hancox -
Category
Documents
-
view
216 -
download
0
Transcript of Tourism New Zealand Update Backpacker Conference 3 September 2010 Catherine Bates, GM Brand &...
Tourism New Zealand Update
Backpacker Conference3 September 2010
Catherine Bates, GM Brand & International Public Relations
New Zealand has a lot of active considerers
typically pre or post children
higher than average incomemostly experienced
travellers Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
100.0% 0.0% 51.6%
14.6%
9.3%
14.7%
9.8%
All respondents Not aw are of NZ Aw are of NZ but don’t f indit highly appealing
Find NZ highly appealingbut w ouldn't seriously
consider
Would seriously considerNZ but not one of their
preferred destinations tovisit next
NZ is one of theirpreferred destinations to
visit for next trip but w ouldspend less than
USD$2,500 per person
NZ is one of theirpreferred destinations to
visit for next trip andprepared to spend at least
USD$2,500 per person
NZ Consideration for the USA Market (% Aged at Least 18 Years) (1)
NZ Consideration for the USA Market (% Aged at Least 18 Years) (1)
9.8% or 22.3M US adult high value active considerers
However…not overly
adventurous or looking to be challenged
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
Emotional needs that are important & that New Zealand performs strongly;
Feeling relaxed Having fun and enjoying yourself
Learning and exploring new things
Feeling refreshed Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
New Zealand’s top 5 brand strengths:
• Spectacular landscape and scenery• Getting in touch with nature• Clean and unpolluted environment • Commitment to sustainable environmental
management• A safe and secure destination
Our roots are firmly established.
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
big, popular & mainstream
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
The foundation of what New Zealand stands for remains; • Stunning landscapes• Nature • Our Environment
This is expressed by
1No longer about being an exotic & intrepid destination
Its about being ‘popular’ to drive active considerers over the line.
2
It’s less about personal challenge & challenging
experiences.
Its more about accessible travel
needs...
• Having FUN & ENJOYING yourself
• Feeling RELAXED• Learning & EXPLORING new things
• Feeling REFRESHED• Being HAPPY• Feeling SAFE/comfortable
• Reducing STRESS/pressure
“New Zealand is beautiful. Yes I know that. It’s also clean and safe and protective of its environment. Yes I know that too – but while I’d like to, it hasn’t totally convinced me to go there - yet. I don’t want an intrepid journey. I don’t need to turn my life around. I don’t want to go to the extremes of the planet and be challenged to the point of terror. I just want to go there to refresh, to relax, to feel happy and to explore new things. Show me the things I can do there, show me there are other people enjoying those things, show me how easy it will be to do them - and most of all, just convince me that I’ll have fun.”
So moving from;
“It’s a stunningly beautiful place with spectacular landscapes.”
To;
“It’s a stunningly beautiful place where I
can have fun, experience new things and enjoy
myself.”
New Zealand has a large youth Active Considerertarget market
14.7 million
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
The foundation remains the same:• Nature• Stunning landscapes • Our Environment
This will also be expressed by:
Emotional needs are similar:
Feeling relaxed Having fun and enjoying yourself
Learning and exploring new things
Feeling refreshed
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
Emotional needs are similar:
Being Happy Feeling relaxed
Having fun and enjoying yourself Learning and exploring new
things
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
However…
NZ does deliveron the need
to feel a sense of adventure
Source: TNS Conversa – Understanding ‘Active Considerers’ Global Fact pack.
2010/11
Youth important sectorTarget Active Considerer
Message targeted via digital
UK, Europe & AustraliaSept/Nov & Jan/Mar