Hawke’s Bay Tourism In Industry ry Update December 2016
• Industry Update What’s been happening What’s going to happen What you need to know • Industry Tinder Session • Christmas drinks!
What are the stats telling us?
Five Year Story ry 500,000 additional 700000 nig ights sin ince 2011 600000 500000 2012 400000 2013 2014 300000 2015 200000 2016 100000 0
4.1m 4.1m+ + vis visitor nights itor nights in in Hawke’s Bay each year + ear +4.4% 4.4% Commer Commercial cial nights nights +9.5% 9.5%
Visitor Spend in Hawke’s Bay Napier $306m Hastings Dis istric ict $221m Central Hawke’s Bay $29m Wairoa Dis istrict $15m 15m Hawke’s Bay $571m (+7.6%) Year end October 2016 MRTE’s MBIE
In International visitor spend Australia UK USA China
Three Year Strategic Pla lan for Tourism • In the second year of our plan • Current budget from HBRC $1,520,000 • Next increase needs to go to the Annual Plan in 2017 • Industry contribution critical to on-going success
Hawke’s Bay Tourism Strategic Picture MIS ISSION GOALS FOR 2015 GO 2015-18 18 VISION VI Con onsumer Mar arketin ing Get Ge t vi visitors s Tourism in Hawke’s Bay • Deliver a seasonal domestic consumer here no her now is a vibrant and valued marketing campaign • contributor to the Deliver an annual PR Plan and Content Strategy region’s economy • Deliver “one visitor website” Doing Mor Doin ore • Deliver the Regional Events Strategy alongside TLA partners Co Comin ing Bac Back VALUES Trade Mark arketin ing • Deliver an International Trade Marketing plan “Let’s Get On With It!” • Deliver & support sector development Ind ndustry try • Grow and develop HBT Membership • Communicate with industry and key Stakeholders regularly • Develop Maori Tourism capability
Seasonal Campaign Focus
Domestic Advertising Schedule July July Aug August Sep September Oc October No November De December Hun unker Do Down wn in n Sp Sprin ring Fli Fling ng Sprin Sp ring Fli Fling ng Sp Sprin ring Fli Fling ng Su Summer Get t me me to o Hawke’s Bay thi this F.A.W.C! Hawke’s Bay this Winter Su Summer Su Summer Su Summer Su Summer Ge Get t me me to o Art Art De Deco o F.A.W.C! F.A.W.C! F.A.W.C! Hawke’s Bay this Wee eekend Su Summer VI VIVA HB HB Sp Specia ial l Art Art De Deco o Su Summer events – cric icket, cyc yclin ling, g, Week eekend concerts, Te Matatin ini Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search So Socia ial l So Socia ial l So Socia ial l So Socia ial l So Socia ial l So Socia ial l
Domestic Advertising Schedule Ja January Febr ebruary Mar March Apr April Ma May Ju June Ge Get t me me to o Ge Get t me me to o Ge Get t me me to o Get me Ge me to o Hunker Do Hu Down wn in n Hawke’s Bay Hawke’s Bay Hawke’s Bay Hawke’s Bay this Hawke’s Bay thi this Su Summer this Su thi Summer this aut thi autumn aut utumn thi this Winter Win inter F.A. A.W.C! Su Summer Events Su Summer Events Aut Autumn Events Winter F.A.W.C! Winter F.A.W.C! Th The e Bi Big g & & Li Little le Th The e Bi Big g & & Li Little le Mar Marathon Mar Marathon Eas asy Eas asy Th The e Big Big & & Li Little Eas asy Paid aid Sea Search Paid aid Sea Search Paid aid Sea Search Paid id Se Search ch Paid aid Sea Search Paid aid Sear Search So Socia ial l So Socia ial l So Socia ial l Soc Socia ial l So Socia ial l So Socia ial l
Art rt Deco Campaign - 14 activ ctive wee eeks acr cross 3 key ch channels ls Di Digital l Ban Banners Remarketing to those who have engaged but not purchased tickets Vid Video o Con Content Displayed through Facebook, Youtube & True View Fac acebook Car Carousels ls Click through to ticket purchase
Summer Advertising Campaign 10 10 wee eeks | | $80, $80,000 | | 3 3 key chan channels | | Br Brand up uplif ift stu tudy Soc Socia ial Canvas, carousels through Facebook and Instagram Di Digital l Ban Banners Prospecting and Re-marketing Vid Video o Con Content 3 Videos targeting DINKS, Boomers and Families, run through Facebook, Youtube
Customer Jo Journey Research • 10,000 + visitors surveyed • Qualitative and quantitative surveys undertaken • The findings will form the basis of all future activity
Media Media
Trade Activity
Recent Activity • Winter Workshop Series completed • USA Mission - 677 agents trained at 15 events (part of Explore Central North Island) • Luxperience in Sydney – 60 appointments
What’s next… • Events, Meetings, Conference and Wedding Planner distributed in January 2017 • Explore Trade Show - 12 April 2017, Auckland (registrations close 16 December) • TRENZ – 10-12 May, 2017 Auckland • Meetings – 31 May - 1 June 2017, Auckland • Luxperience – 17-20 September 2017, Sydney • Contact Hamish at hamishe@hawkesbaytourism.co.nz
Membership
Changes to Membership • Revised HBTIA Constitution in September • Streamline membership • A Tourism Operator Membership & Hospitality Business membership • All members will have their own log in to the back end of our website • Manage own listings
Website Advertising Model • Any business will be able to list on the website once they become a member of HBTIA • They will have full management of their listing • Operators can add Hot Deals, make changes • HBT will approve listings and changes • Automatic renewals will be introduced, once your listing is paid for it will be live within 24 hours
Regional Events
• 19 Events – up from 13 events in 2015 • 3 existing events, 16 new events, 3 sold out events • 650 tickets purchased through Eventfinda • 23 Blooming Deals – up from 8 in 2015 • Marketing material - 16-page glossy program • Over 400,000 hits on Eventfinda listings • At least 5,500 people attended a Spring Fling event
‘I have been to a lot lot of f events over th the world ld and th this is is is one of f th the bes est win ine and food fes estiv ivals ls th there is. is. Th There is is so somethin ing fres esh every time’ Ray McVinnie
F.A. A.W.C! Advertising Campaign https://www.youtube.com/watch?v=EWlNS4yYnjA
F.A. A.W.C! at a Gla lance • 6,234 tickets available(5,815 in 2015) • 93% sold (93% in 2015, 87% in 2014) • 82 events in 10 Days (75 in 2015, 62 in 2014) • Generated $290,512 in ticket sales ($221,276 in 2015) • This does not include tickets sold direct by the venue or walk-up revenue • 35-40 % were from outside Hawke’s Bay • 40% new to F.A.W.C! • 5% of tickets sold were international • 33.5% of locals bought tickets for visiting friends & family • 76% intend to return next year
Age of of ou our F.A. A.W.C!ers Visit itors stayed.. ... 8% 25-34 24% 33-44 years 20% 27% 31% 45-54 years 55-64 years 24% 65-74 28% 16% 25% Friends and Family Self-contained Hotel Motel Nights spe spent in n Hawke's Bay 13% 31% 31% 25% 1 night 2 nights 3 nights 4 nights
El Elite Cy Cycling & & Fes estival of of Cy Cycling 4-8 Ja January ry 2017 Ovatio Ov ion of of the the Sea Seas (41 (4180 pa pax) 5 Ja January 2017 NZ NZ Cri Cricket – Aus Australi lia vs vs NZ NZ 2 Feb ebruary 2017 Jam James Taylo lor Chu Church Road oad 5 Feb ebruary 2017 Tremain ins Art Art De Deco o Wee eekend 15 15 – 19 Feb ebruary ry 2017 Te e Ma Matatin ini i 22 22-26 26 - Febr ebruary 2017 Fl Flyin ying Fi Fift fteens Worl orld Cha Champs Yachtin ing 20 Feb eb – 3 Mar March 2017 NZ NZ Cri Cricket – NZ NZ vs Sou South Af Afric rica 1 Mar arch 2017 Ho Horse of of the the Year ear 7-12 Ma March 2017 Fes estiv ival l of of Ho Hockey 1-9 April April 2017 Na Napie ier Port ort Harb Harbour- Hil Hills ls Half Half Iron on Man Man 2 Apr April il 2017 Th The e Mission Co Conc ncert 8 Apr April 2017 Na Natio ional l Op Opti Sai Saili ling g Cha Champs 13 13-19 April April (E (Eas aster) Th The e Li Little le Eas asy CH CHB 14 April April 2017 Th The e Bi Big g Eas asy (E (Eas aster) 15 April April 2017 Th The e Li Little le Eas asy Nort North - Wai airoa 16 April April 2017 Worl orld Mas Masters Gam Games 21-30 April 21 April (Auck (Auckla land) Air NZ Hawke’s Bay Marathon 13th th Ma May 2017 Winter F.A.W.C! 9 Jun June – 9 July July 2017 DHL DHL Li Lion ons Serie Series Jun June/July ly 2017 (1 (1-8 July July)
Surrounding Te Matatini for the month of February www.kahungunufestival.com
The Lit ittle and Big ig Easy 2017…. • Good Friday April 14 Central Hawke’s Bay • Easter Saturday April 15 Havelock - Napier • Easter Sunday April 16 Wairoa • Registrations will open in January • www.thebigeasy.co.nz
In Industry ry In Information
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