hawke’s ay tourism industry update december 2016€¦ · 2016-12-13 · digital banners...
TRANSCRIPT
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Hawke’s Bay TourismIndustry Update
December 2016
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• Industry Update
What’s been happeningWhat’s going to happenWhat you need to know
• Industry Tinder Session
•Christmas drinks!
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What are the stats telling us?
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Five Year Story
0
100000
200000
300000
400000
500000
600000
700000
2012
2013
2014
2015
2016
500,000 additional nights since 2011
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4.1m+ visitor nights in Hawke’s Bay each year +4.4%
Commercial nights +9.5%
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Napier $306mHastings District $221mCentral Hawke’s Bay $29mWairoa District $15m
Hawke’s Bay $571m (+7.6%)
Year end October 2016 MRTE’s MBIE
Visitor Spend in Hawke’s Bay
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International visitor spend
Australia
UK
USA
China
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Three Year Strategic Plan 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
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Hawke’s Bay Tourism Strategic Picture
MISSION
Get visitors here now
Doing More
Coming Back VALUES
“Let’s Get On With It!”
GOALS FOR 2015-18
Consumer Marketing• Deliver a seasonal domestic consumer
marketing campaign• Deliver an annual PR Plan and Content Strategy• Deliver “one visitor website”• Deliver the Regional Events Strategy alongside
TLA partners
Trade Marketing• Deliver an International Trade Marketing plan• Deliver & support sector development
Industry • Grow and develop HBT Membership• Communicate with industry and key
Stakeholders regularly• Develop Maori Tourism capability
VISIONTourism in Hawke’s Bay is a vibrant and valued
contributor to the region’s economy
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Seasonal Campaign Focus
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Domestic Advertising Schedule
July August September October November December
Hunker Down in Hawke’s Bay this Winter
Spring Fling Spring Fling Spring Fling Summer F.A.W.C!
Get me to Hawke’s Bay this Summer
Summer F.A.W.C!
Summer F.A.W.C!
Summer F.A.W.C!
Get me to Hawke’s Bay this Summer
Art Deco Weekend
VIVA HB Special Art Deco Weekend
Summer events – cricket, cycling, concerts, Te Matatini
Paid Search Paid Search Paid Search Paid Search Paid Search Paid Search
Social Social Social Social Social Social
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Domestic Advertising Schedule
January February March April May June
Get me to Hawke’s Bay this Summer
Get me to Hawke’s Bay this Summer
Get me to Hawke’s Bay this autumn
Get me to Hawke’s Bay this autumn
Hunker Down in Hawke’s Baythis Winter
Summer Events Summer Events Autumn Events Winter F.A.W.C! Winter F.A.W.C! Winter F.A.W.C!
The Big & Little Easy
The Big & Little Easy
Marathon Marathon
The Big & Little Easy
Paid Search Paid Search Paid Search Paid Search Paid Search Paid Search
Social Social Social Social Social Social
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Art Deco Campaign- 14 active weeks across 3 key channels
Digital Banners Remarketing to those who have engaged but not purchased ticketsVideo ContentDisplayed through Facebook, Youtube & True ViewFacebook CarouselsClick through to ticket purchase
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Summer Advertising Campaign10 weeks | $80,000 | 3 key channels | Brand uplift study
SocialCanvas, carousels through Facebook and Instagram
Digital Banners Prospecting and Re-marketing
Video Content3 Videos targeting DINKS, Boomers and Families, run through Facebook, Youtube
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Customer Journey Research
• 10,000 + visitors surveyed
• Qualitative and quantitative surveys undertaken
• The findings will form the basis of all future activity
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Media
Media
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Trade Activity
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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
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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 [email protected]
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Membership
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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
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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
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Regional Events
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• 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
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‘I have been to a lot of events over the world and this is one of the best wine and food festivals there is.
There is something fresh every time’
Ray McVinnie
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F.A.W.C! Advertising Campaign
https://www.youtube.com/watch?v=EWlNS4yYnjA
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F.A.W.C! at a Glance
• 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
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13%
31%
25%
31%
Nights spent in Hawke's Bay
1 night 2 nights 3 nights 4 nights
27%
25%28%
20%
Visitors stayed.....
Friends and Family Self-contained Hotel Motel
8%
31%
16%
24%
24%
Age of our F.A.W.C!ers
25-34
33-44 years
45-54 years
55-64 years
65-74
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Elite Cycling & Festival of Cycling 4-8 January 2017
Ovation of the Seas (4180 pax) 5 January 2017
NZ Cricket – Australia vs NZ 2 February 2017
James Taylor Church Road 5 February 2017
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 2017
Horse of the Year 7-12 March 2017
Festival of Hockey 1-9 April 2017
Napier Port Harbour- Hills Half Iron Man 2 April 2017
The Mission Concert 8 April 2017
National Opti Sailing Champs 13-19 April (Easter)
The Little Easy CHB 14 April 2017
The Big Easy (Easter) 15 April 2017
The Little Easy North - Wairoa 16 April 2017
World Masters Games 21-30 April (Auckland)
Air NZ Hawke’s Bay Marathon 13th May 2017
Winter F.A.W.C! 9 June – 9 July 2017
DHL Lions Series June/July 2017 (1-8 July)
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Surrounding Te Matatini for the month of February www.kahungunufestival.com
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The Little and Big 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
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Industry Information
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• Changes to Qualmark to reflect the new health and safety legislation
• Impact on our trade and media famil programmes
• Can only use products that are Qualmark rated in trade and media famils
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www.hawkesbaytourism.nz
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Well done to all our winners at the Tourism Awards 2016
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Farewell and thank you Vicky Roebuck
– you will be missed!
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Have a safe and prosperous summer season!