OUR OBJECTIVE WAS TO PROVIDE CUSTOMER INSIGHT TO ASSIST WITH THE DEVELOPMENT OF A COMMUNICATIONS STRATEGY FOR A SHORT BREAK OFFER

Transcription

1 PROJECT SHORT BREAK

2 OUR OBJECTIVE WAS TO PROVIDE CUSTOMER INSIGHT TO ASSIST WITH THE DEVELOPMENT OF A COMMUNICATIONS STRATEGY FOR A SHORT BREAK OFFER 1 2 3

3 WHAT WE LEARNT ON A SLIDE

4 WHATEVER YOU WANT CALL A SHORT BREAK

5 AND JUST LIKE A LONGER HOLIDAY, A SHORT BREAK IS DRIVEN BY A DESIRE TO SEE, EXPERIENCE OR DO SOMETHING THAT S DIFFERENT. HOWEVER, THERE ARE SOME IMPORTANT CONSIDERATIONS THAT WE OBSERVED THAT HELP TO GET US GET EVEN CLOSER TO THE SHORT BREAK MIND-SET

6 COMPARED TO A LONGER HOLIDAY A SHORT BREAK IS A TRIP RATHER THAN A DREAM OUR OBSERVATION YOUR IMPLICATION

7 COMPARED TO A LONGER HOLIDAY A SHORT BREAK MEANS JUST PLANNING THE ESSENTIALS OUR OBSERVATION YOUR IMPLICATION

8 COMPARED TO A LONGER HOLIDAY A SHORT BREAK COMES WITH A MORE FINITE BUDGET OUR OBSERVATION YOUR IMPLICATION

9 COMPARED TO A LONGER HOLIDAY A SHORT BREAK IS AN EASY ESCAPE FROM THEIR WORLD OUR OBSERVATION YOUR IMPLICATION

10 COMPARED TO A LONGER HOLIDAY A SHORT BREAK HAS MORE ACTIVE RELAXING OUR OBSERVATION YOUR IMPLICATION

11 COMPARED TO A LONGER HOLIDAY A SHORT BREAK HAS TO HAVE EVERYTHING REALLY CLOSE OUR OBSERVATION YOUR IMPLICATION

12 SO HOW DO THEY DECIDE UPON A SHORT BREAK DESTINATION? WELL, IT S PRETTY DARN COMPLEX!

13 1. IT STARTS WITH A PURPOSE PURPOSEFUL SPONTANEITY

14 2. THERE ARE THEN PRACTICAL CONSIDERATIONS

15 3. LASTLY, WHAT YOU LOOK FOR IN A TRIP, WHICH IS AFFECTED BY THE PURPOSE & WHO YOU ARE WITH

16 AS AN EXAMPLE, TRIPS VARY BY WHO YOU ARE WITH

17 AND TRIPS THAT VARY BY LIFESTAGE

18 THE DESTINATIONS IN AUSTRALIANS CONSIDERATION AND WHAT THEY DELIVER TO

19 BUT FIRST, WE FOUND THAT WITH AUSTRALIAN TRAVELLERS THERE IS A DESIRE TO SEEK OUT SOMETHING THAT S OPPOSITE TO THEIR DAY-TO-DAY REALITY OF THE HUSTLE AND BUSTLE THAT GOES WITH LIVING IN BIGGER CITIES

20 AND WE ARE UP AGAINST SOME VERY APPEALING HOME OFFERINGS WITH WARMER CLIMATES AND GOLDEN BEACHES

21 AS WELL AS AUSSIES HAVING CLEAR BOUNDARIES AS TO HOW FAR THEY ARE PREPARED TO TRAVEL FOR A SHORT BREAK

22 WE ARE A DESTINATION ON THE CUSP OF BEING TOO HARD. WE THEREFORE NEED TO GET CLOSER TO THE NEEDS OF THE SHORT BREAK TRAVELLER INTRODUCING BIG PICTURE S NEEDS BASED MODEL OF HUMAN BEHAVIOUR

23 THE CORE NEED FOR A SHORT BREAK IS TO FEEL LIKE YOU ARE MAKING THE MOST OF IT

24 TRAVELLERS HAVE DIFFERENT NEEDS & AREAS OF FOCUS FOR MAKING THEM FEEL LIKE THEY ARE MAKING THE MOST OF THEIR SHORT BREAK MAKING THE MOST OF IT

25 AND DIFFERENT DESTINATIONS MEET DIFFERENT SHORT BREAK EXPERIENCES & NEEDS BALI SYDNEY TASMANIA AUSTRALIA FIJI GOLD COAST MELBOURNE NEW CALEDONIA

26 SO WHAT ABOUT NZ?

27 THEY ACTUALLY THINK ABOUT US A LOT AND THEY THINK A LOT OF US!

28 BUT THERE ARE SOME COMMON MYTHS THAT GET IN THE WAY OF THEM BOOKING A TRIP TO NZ

29 NOR DO WE ALWAYS MEASURE UP ON THE PRACTICAL CONSIDERATIONS FOR BOOKING A TRIP

30 THE TYPE OF SHORT BREAK WE OFFER IS PERCEIVED AS RELATIVELY NARROW, AND DOESN T ALWAYS LINE UP WITH WHAT AUSTRALIANS SEEK FROM A SHORT BREAK

31 BECAUSE FOR THOSE WHO HAVE BEEN THERE ARE DIFFERENCES BEYOND NATURE THAT MAKE US A COMPELLING DESTINATION

32 MEANING IF WE ARE TO RAISE CONSIDERATION OF NZ AS A SHORT BREAK DESTINATION WE NEED TO DELIVER ON OVERCOME PRACTICAL BARRIERS SHOW HOW EASY IT IS TO EXPLORE FROM OUR CITIES BEING COMPELLING DIFFERENT

33

34 FOR THE AUSTRALIANS WE SPOKE TO THIS IS THE SUM TOTAL OF THEIR ASSOCIATIONS AUCKLAND WELLINGTON QUEENSTOWN CHRISTCHURCH ROTORUA

35 AND FROM THEIR POV OUR REGIONS ARE JUST DIFFERENT VERSIONS OF THE SAME THING NATURE AUCKLAND QUEENSTOWN ROTORUA NEW ZEALAND WELLINGTON CHRISTCHURCH

36 SO WHAT S THE ULTIMATE WHY NZ SHORT BREAK PROPOSITION?

37 WE SHOWED THEM A SERIES OF IDEAS

38 A COUPLE OF OVER ARCHING LEARNINGS

39 DRIVE DIDN T WORK BECAUSE SHORT BREAKS ARE NOT DEFINED BY CAR TRAVEL COMPELLINGLY DIFFERENT EASY TO EXPLORE FROM OUR CITIES OVERCOMES PRACTICAL BARRIERS

40 TIME DOES NOT SPEAK TO VARIETY OF EXPERIENCES AVAILABLE IN ONE TRIP COMPELLINGLY DIFFERENT EASY TO EXPLORE FROM OUR CITIES OVERCOMES PRACTICAL BARRIERS

41 PROXIMITY WORKED BY BRINGING THE CITY TO LIFE, BUT THEY WANT TO KNOW THE HOW COMPELLINGLY DIFFERENT EASY TO EXPLORE FROM OUR CITIES OVERCOMES PRACTICAL BARRIERS

42 REPEAT IS STRONGER AT CONVINCING AUSSIES OF NZ AS A SHORT BREAK DESTINATION COMPELLINGLY DIFFERENT EASY TO EXPLORE FROM OUR CITIES OVERCOMES PRACTICAL BARRIERS

43 SELLING THE CITIES

44 AUCKLAND: YES, BUT IT S THE HARDEST STORY TO TELL

45 WELLINGTON: YES, THERE IS A STORY TO BE TOLD

46 QUEENSTOWN: IT S AN EASY SELL THAT AUSSIES BUY INTO AND WANT TO KNOW MORE ABOUT

47 CHRISTCHURCH: FOR NOW WORKS BETTER UNDER A TOURING PROPOSITION, ALTHOUGH IT S GETTING CLOSE FOR A SHORT BREAK

48 ROTORUA: NEEDS TO BE PART OF A PACKAGE OTHERWISE IT S TOO FAR & HARD TO REACH

49 SUMMARY & RECOMMENDATIONS

50 #1. NZ HASN T ALWAYS STACKED UP AS A SHORT BREAK DESTINATION FOR AUSTRALIANS. OUR GROUNDING INSIGHT

51 #2. INDEPENDENT PROFESSIONALS SHOULD BE OUR LEAD TARGET FOR OUR SHORT BREAK COMMUNICATION

52 #3. THE BIGGEST PRACTICAL HURDLE WE HAVE TO OVERCOME IS CREATING A PERCEPTION THAT NZ IS CLOSER & EASIER THAN THEY THINK

53 #4. WITH A CALL TO ACTION THAT DELIVERS TO WHAT THEY WANT FROM A SHORT BREAK

54 #5. OUR CITIES HAVE A VITAL ROLE TO PLAY BY MAKING WHAT A NZ SHORT BREAK HAS OFFER FEEL EASY AND ACCESSIBLE

55 #6. WE NEED TO CREATE A MENTAL SHIFT THAT NZ IS A SHORT BREAK DESTINATION THAT LETS THEM EXPERIENCE SOMETHING DIFFERENT TO HOME

56 TWO NZ SHORT BREAK PROPOSITIONS

57 HOW AUCKLAND COULD SIT UNDER THIS