HURUNUI TOURISMMARKETING PLAN

FY13

Marketing Objectives

the established objectives are:

• grow both domestic and international

visitation to the district and to have

our visitors:

STAY LONGER, SPEND MORE

AND RETURN MORE OFTEN OR

ADVOCATE TO OTHERS

• achieve a satisfaction level of 75%

with our core stakeholders – targeted

tourism ratepayers

• effectively increase the marketing

funds available to achieve the

objectives of Hurunui tourism by

leveraging the budgeted ttr funding

by a minimum of 30%

Marketing strategy

there are six pillars to our strategic marketing

focus for the Hurunui District which form the

structure of this plan.

1. aDvertising & DistribUtiOn

2. DigitaL Marketing

3. events

4. DestinatiOn ManageMent

5. PartnersHiPs

6. cOMMUnicatiOns

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ADVERTISING & DISTRIBUTION – SOUTH ISLAND $250,000

the effective distribution of destination Hanmer springs and Hurunui District advertising, collateral,

images, information and compelling ‘reasons to visit’ within the south island and particularly the

surrounding districts is the cornerstone of this Marketing Plan. in addition advertising opportunities in

travel specific travel publications making feature of destination new Zealand in the australian market

will be taken with leveraged editorial.

advertising reaching south island (principally canterbury, nelson/Marlborough and West coast)

will develop the districts tourism brand with two target markets – domestic (all people 25-54 with a

female bias), all international visitors to the south island.

advertising reaching potential travelers in australia will develop the Hurunui story with supporting

advertising.

PRiNCiPAL ACTiViTiES iN THE 2012/13 YEAR wiLL bE THE FOLLOwiNG:

1. Hanmer Springs and Hurunui District Visitor Guide – Production of a comprehensive

visitor guide with a print run of 100,000 units. Focus in the production phase will be

on growing participation from tourism businesses in the wider district, to achieve a clear

representation of our Hurunui offering.

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Distribution will be key to the effectiveness of the Ovg, with emphasis on growing

“pick-up” points throughout canterbury, West coast, and top of the south.

christchurch airport and i-site offices throughout the south island will remain the

principal distribution point to international visitors.

2. international Visitor Advertising – a campaign schedule targeted at south island

international visitors will be placed, with increased commitment to; aa visitor guide,

On-board Magazine, itag canterbury Ovg, and christchurch What’s On.

3. Domestic Visitor Advertising – a campaign schedule targeted at canterbury/south island

visitors will be placed, with highlights being distribution of 350,000 Hurunui Holiday

Planners, avenues Magazine and your Weekend.

the Holiday Planmers will be the key advertising and branding activity of the year once

again providing the opportunity for operator participation, with distribution October

2012, and May 2013.

4. i-SiTE Display – Maintain increased Ovg brochure display and “pick-up” seek display

opportunities as available.

5. brand images – prints of key images and messages will be once again produced for wide

distribution to accommodation and other points of visitor contact.

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ViSiTOR GUiDE

Ovg print & production $ 45,000

Ovg distribution $ 25,000

iNTERNATiONAL ADVERTiSiNG

advertising nZ - print $ 40,000

advertising aUs - print $ 10,000

DOMESTiC ADVERTiSiNG

advertising - print $ 10,000

HOLiDAY PLANMER

Planmer print & production $ 90,000

Planmer distribution $ 25,000

i-SiTE DiSPLAY

i-site Display $ 2,000

brand images $ 3,000

tOtaL $ 250,000

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DIGITAL MARKETING $25,000

Hurunui tourism aspires to be a significant part of a fully integrated Hanmer springs and Hurunui

District site that maintains a family of sites including; thermal Pools, the spa, alpine aqua, Hanmer

springs village and visit Hurunui.

Work will commence in the year to undertake site development of three key areas of the site:

1. imagery and video story

2. Waipara valley

3. District Hiking & biking

PRiNCiPAL ACTiViTiES iN THE 2012/13 YEAR wiLL bE THE FOLLOwiNG:

Site Refresh & Development:

1. imagery and Video Story – improvements made to use and availability of brand

pictures and video stories.

2. waipara Valley – build a highly functional ‘sub-site’ with mapping and feature

of Waipara valley.

3. District Hiking & biking – develop mapping and improved information/guides to the

districts hiking and biking, with initial focus on Waipara valley trails, Hanmer Forest,

st james.

improve Operator Listings: all operators will have a line listing on the site at no charge, with

participants in our Official visitor guide receiving expanded listing and booking capability.

Event Promotion: listings, pre-event Pr and general promotion of up-coming district events.

Destination Articles: linked with our Pr strategy increase news releases and drive exposure via

our site and “third” party travel sites to develop content partners.

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SiTE REFRESH & DEVELOPMENT

imagery & video story $ 10,000

Waipara valley $ 5,000

District Hiking & biking $ 5,000

iMPROVED OPERATOR LiSTiNGS

cct listings $ 1,000

EVENT PROMOTiON

Updates, resources and maintenance $ 1,000

DESTiNATiON ARTiCLES

content partners $ 3,000

tOtaL $ 25,000

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EVENTS $10,000

Within the district a number of excellent events draw attendance of significant numbers. these fall

into two categories – Festival (such as culverden christmas country Fete) and activity/Multi sports

(such as rainbow rage).

Funds will be directed to providing assistance with joint marketing initiatives for these key events.

the opportunity for the district is brand building, advocate and database building, encouraging

return visits and improved target customer engagement.

the visit Hurunui website plays an important role here, as does the general Digital Marketing activity.

MAJOR DiSTRiCT EVENTS

cooperative advertising $ 6,000

images & Media $ 4,000

tOtaL $ 10,000

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DESTINATION MANAGEMENT $10,000

vital to the visitor experience is the delivery and maintenance of adequate infrastructure within the

Hurunui. as part of our long term strategic plan for tourism there is need to audit and develop a

plan for signage improvements. this project is in its second stage, following a complete audit in

2012. Maintaining accurate performance monitors is an established objective of the board and our

accommodation Monitor is an on-going project.

PRiNCiPAL ACTiViTiES iN THE 2012/13 YEAR wiLL bE THE FOLLOwiNG:

1. Visitor information boards – the district now has seven fully updated and refreshed visitor

information boards, which provide a strong brand story and localized visitor information.

additionally these boards provide a revenue opportunity for Hurunui tourism with selected

advertising placement. While some maintenance may be required during the year, no major

refits are planned.

2. Research - Accommodation Monitor – a simplified sampling model will be introduced during

the year with reports made available to all stakeholders on a monthly basis.

3. District Signage Audit – Following the completion of the signage audit report work will be

done to plan for signage maintenance, updating and improvements.

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RESEARCHaccommodation Monitor $ 5,000

SiGNAGE AUDiT

signage improvement Plan $ 5,000

tOtaL $ 10,000

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PARTNERSHIPS $50,000

Hurunui tourism wishes to maximize the strength of cooperative marketing in the following ways:

• be a valued partner in a marketing services agreement with christchurch & canterbury

tourism for agreed excellence in representation and feature in all off shore and general trade

activity, consumer and trade campaigns and promotional and sales activity.

• be a valued and lead partner in marketing cluster activity with kaikoura and visit Waimakariri,

including north canterbury Food & Wine trail marketing initiative

• seek opportunities to joint venture marketing initiatives with rtOs / DtOs from within or

outside the canterbury region to achieve our established strategic objectives. Partner with

tnZ and others to maximise media and trade opportunities and coverage and in-market direct

sales activity.

• continue the conference & incentive joint-venture activity with Heritage Hotels including

attendance at Meetings in 2013.

• Provide leadership and expertise to assist Waipara valley marketing groups achieve improved

visitor experience with a new and improved way finding map both printed and digital, new

bike trail brochure, website and signage.

• Providing funding for marketing to Waipara valley Wine growers association.

CHRiSTCHURCH & CANTERbURY TOURiSM

DtO regional contribution $ 10,000

tourism new Zealand joint venture marketing $ 5,000

KAiKOURA / ViSiT wAiMAKARiRi

north canterbury

Food & Wine trails $ 5,000

australian sales activity $ 2,500

DtO joint venture marketing $ 2,500

c&i joint venture marketing $ 5,000

WaiPara vaLLey

Waipara valley Map $ 5,000

Waipara valley bike trail

(Hurunui trails) marketing support $ 10,000

Waipara valley Wine growers

funding $ 5,000

tOtaL $ 50,000

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tOtaL Marketing bUDget Fy13 $ 375,000

Contribution from TTR funding for FY13 Marketing $ 230,000

Allocation from HSTP&S for

FY13 Marketing $45,000

Additional cooperative

marketing funding from HSTP&S $ 40,000

Additional third party

cooperative funding for FY13 $ 60,000

tOtaL $ 375,000

COMMUNICATIONS $30,000

general ongoing communications and marketing activity including subscriptions, general creative,

and printing & distribution of stakeholder communications and reports.

brand development work including providing the board with a brand direction document.

Hosting of visiting trade and Media representatives and the development and supply of relevant

trade and/or Media resources.

includes public relations company Durning Pr twelve month retainer.

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