hawke’s ay tourism industry update december 2016€¦ · 2016-12-13  · digital banners...

Hawke’s Bay TourismIndustry Update

December 2016

• Industry Update

What’s been happeningWhat’s going to happenWhat you need to know

• Industry Tinder Session

•Christmas drinks!

What are the stats telling us?

Five Year Story

0

100000

200000

300000

400000

500000

600000

700000

2012

2013

2014

2015

2016

500,000 additional nights since 2011

4.1m+ visitor nights in Hawke’s Bay each year +4.4%

Commercial nights +9.5%

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

International visitor spend

Australia

UK

USA

China

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

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

Seasonal Campaign Focus

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

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

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

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

Customer 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 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

F.A.W.C! Advertising Campaign

https://www.youtube.com/watch?v=EWlNS4yYnjA

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

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

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)

Surrounding Te Matatini for the month of February www.kahungunufestival.com

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

Industry Information

• 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

www.hawkesbaytourism.nz

Well done to all our winners at the Tourism Awards 2016

Farewell and thank you Vicky Roebuck

– you will be missed!

Have a safe and prosperous summer season!