Hawke’s Bay Tourism Industry Update July 6, 2016
The Team • Vicky Roebuck – Communications & Marketing Manager • Hamish Evans – Trade Marketing Manager • Megan Best – Consumer Marketing • Jenna Mabey - Marketing and Events Coordinator • Lisa Sampson – Accounts and Office Administrator
Five Year Story • Consistent growth since HBT established 700000 600000 478,000 additional guest nights year end 2012-2015 500000 2011 400000 2012 2013 300000 2014 2015 200000 2016 100000 0
Qrious (cellphone) and Commercial 500,000 450,000 400,000 350,000 300,000 CAM 2015 250,000 Qrious 2015 200,000 CAM 2016 150,000 Qrious 2016 100,000 50,000 -
Market Share • Commercial guest nights +9% compared to national average of 5.7% • Hawke’s Bay achieved a higher share of tourism spend from Australia, Europe, North America in the last 12 months compared with international spend across NZ as a whole • Length of stay for domestic visitors 3.3 days higher for Hawke’s Bay than national average of 2.7 days
Quarter 4 Highlights
The Seasonal Campaign in Action
Autumn Campaign • Reached + 3.7 million unique users on devices /browsers • Targets DINKS (couples without children, 25- 54), Families (25-49), and Boomers (50-65+)
Winter Campaign • Started Monday • One month – Auckland focus • New media
Digital Adshels Auckland
Media/PR Hosted 16 media this quarter • 14 for the Marathon • Jessie Mulligan Results to date have; • Reached 8 million people • Estimated ad value of $3m
Trade Marketing • Trade Show Season – Explore, TRENZ, Meetings Business Show • 222 agents from 22 Famil Groups hosted last year. • Visited 42 different products across the region • Industry contributed $125,000 in kind to support trade famil programme
Events
The Air New Zealand Hawke’s Bay International Marathon Hi, Just to advise, we recently spent seven days in Hawkes Bay. Two males two females 60 - -65yrs. We stayed at Aces High Motel in Kennedy Rd. One night at Waimarama beach. We rode approx 180km on the bike trails. We kayaked down the Tukituki River. We attended the finish of the Marathon (3 children running in it ). We attended the Sunday farmers market near Hastings. We ate out every night mainly around the Taradale area. I can only congratulate you. The people, the accommodation, the hospitality, the bike trails and the restaurants were all to a very high standard, even the weather behaved itself. Thank you Hawkes Bay, we will definitely be back. Regards
The Numbers • 4,950 runners • Average age 41 • 65% female • 76% from out of town (AKL 40%, WLG 32%) • 5,000 Sileni Nano’s, 5,000 Village Press samplers and 3,500 bananas consumed • 12,000+ additional visitors came to Hawke’s Bay
• 55 events • 88% sold out before it started, 96% sold out • Strong visitor presence • $190,000 in revenue • 1,000 F.A.W.C! by 5 Meals served
What’s around the corner…..
Additional funding has allowed us to run Four seasonal campaigns across the year
Customer Journey Research • Visitor Survey sent to 11,000 people • Stakeholder Survey • Qualitative survey of visitors out of Hawke’s Bay • Visitor survey - 500 responses to date (closes end July) • By late August we will have results • This will guide all of our future work
To ensure we target our future visitors with the right content & message via the right media channel
One Visitor Website
Proposed Membership Changes • We want to “consciously uncouple” membership from marketing opportunities (web listings) • We do still need to keep growing the industry contribution to tourism promotion
Membership of Marketing opportunities with HBT- HBTIA All industry comms To Visitors Via the travel trade Tourism industry events HBTIA Voting rights Hawke's Bay Tourism International Marketing Digital - hawkesbaynz.com Awards Group (IMG) "Hawke's Bay" brand Regional representation Image Library Convention Bureau Print - Collateral hawkesbaytourism.nz Access to research Conference, Meetings, Seasonal Campaign HBT workshops Events & Wedding partnership opportunities Planner - Events Support Services Trade Shows
Marketing opportunities with HBT - are you wanting to target visitors directly? Hawkesbaynz.com (350,000 users) Starting at $250 a single The official, authoritative source for visitors listing (proposed) Starting at $450 for a ¼ 2017 Hawke’s Bay Visitor Guide (80,000) page Distributed offshore & via iSITE network nationally Starting at $350 for a ¼ 2017 Hawke’s Bay Food, Wine & Dining Guide page **New** (25,000) Seasonal Campaign partnership opportunities - To Prices TBC include Hot Deals, Facebook Carousel Ads etc Events – F.A.W.C!, The Big Easy, Spring Fling etc – event inclusions, programme advertising, Prices vary accommodation deals, special offers
Marketing opportunities with HBT - trade/travel seller focused Conference and Group Business International Visitors via travel sellers International Marketing Group (IMG) Hawke’s Bay Convention Bureau – - has a commission structure in place, Acts as a guide for Conference works with Inbound Tour Operators, Organisers, offers venue advice, has product that suits. theming ideas, and service providers These businesses are represented by HBT when offshore Conference, Meetings, Events & Wedding Planner – the guide for all Trade Shows – TRENZ, Explore, Sales large group travel in Hawke’s Bay. Missions to Australia, Kiwi Links *New edition for January 2017
Proposed Website Listing Changes • One fee for a single listing on www.hawkesbaynz.com • Everybody will have the same size listing • Renewed annually • Google analytics provided for all listings • Operators will manage own listing • Additional costs for; – Multiple listings • This will be actioned when new site goes live
Stuff you need to know!
Hawke’s Bay Tourism Awards • Entries are open! • Close 12 August • AGM and Awards Celebration September 29 2016 • Tickets $75 • Mentors available • Benchmark your business!
• 20 events over 8 weeks • Tickets on sale 5 August 2016 • www.thespringfling.nz
• 4-13 November 2016 • Fifth birthday!! • New website • 75 + events • Approx 7,000 tickets • Programme released 25 August • Advertising opportunities available • Aiming for the biggest F.A.W.C! yet
Winter Workshop Series • 3 August Xplore Email Marketing • 17 August Civil Defence Business Continuity Planning • 6 September Quest Video Marketing • 12 Sept Xplore Why your website sucks and what to do about it! • Register to attend any of these with Hamish Evans
VIVA - NZ Herald
Big Events Calendar! • The Spring Fling CHB September/October 2016 • Hawke’s Bay Arts Festival 4-16 October 2016 • Summer F.A.W.C! 4-13 November 2016 • 10-12 November 2016 Hospice Holly Trail • Iron Maori 2/3 December 2016 • Elite Cycling & Festival of Cycling 4-8 January 2017 • Ovation of the Seas (4180 pax) 5 January 2017 • NZ Cricket – Australia vs NZ 2 Feb/Waitangi Weekend) • Tremains Art Deco Weekend 15 – 19 February 2017 • Te Matatini 22-26 - February 2017 • Flying Fifteens World Champs Yachting 20 Feb – 3 March 2017 • NZ Cricket – NZ vs South Africa 1 March • Horse of the Year 7-12 March 2017 • Festival of Hockey 1-9 April 2017 • Napier Port Harbour to Hills Half Iron Man 2 April • Big Easy 15 April 2017 (Easter) • National Opti Sailing Champs 13-19 April (Easter) • Air NZ Hawke’s Bay Marathon 13th May 2017 • Winter F.A.W.C! 2-25 June 2017
www.hawkesbaytourism.nz
New Members 3 Suns Cottage Paddle Board Hawke's Bay Bespoke Travel Sunset Court Motel Olea Cottage Baywide Taxis The Grange New Zealand Translation Services Wallingford Homestead
Discussion: Activities and Attractions • How was your season? • Health & Safety Legislation • What can do better…. • Issues? • Summer ahead?
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