Queenstown Trail Special Interest Cycling Update
Agenda: Big picture update Cycling Campaigns Future Plans
Our Four Year Strategy FOUR YEAR STRATEGY FY18-FY21 MISSION: To boost New Zealand s economy by growing the value of international tourism PriorityOne PriorityTwo PriorityThree Target near and long-term value including shoulder season and regionalgrowth Manage our markets and sectorsstrategically Work with industry to improve experiences for visitors andkiwis. 3
FY18 Brand campaign Highlight a variety of regional experiences Address barriers lots to see and do and easy to get around Open, safe invitation to explore 4
Brand video 5
Performance indicators 160 140 120 Holiday Visitor Cycling Participation (000) Number of Holiday Visitors Aged 15+ 117 148 149 6,000 5,000 Average Expenditure Holiday Visitor Particpated in Cycling 4,311 5,309 4,823 100 4,000 80 60 40 20 0 YE Mar 15 YE Mar 16 YE Mar 17 3,000 2,000 1,000 0 YE Mar 15 YE Mar 16 YE Mar 17 Overall cycling participation continues to rise Spend remains well above average 40 35 30 25 20 15 10 5 0 Holiday Visitor NZ Cycle TrailParticipation (000) Number of Holiday Visitors Aged 15+ 25 28 YE Mar 15 YE Mar 16 YE Mar 17 37 Cycle Trail showing continued growth over 3 years
Update on infographics 7
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Revisiting key market insights Appeal of New Zealand is high (65% plus) participation relatively low at 11% The biggest potential is the under 45s - high portion of experienced cyclists Most are interested in easy or intermediate trails Both shoulder periods, October-November, March-April are suitable times for a cycling holiday Cycling itineraries that include other activities are most appealing Influential features are scenery, towns passed through, following historic routes, wineries and vineyards, cafes and restaurants Practical information is important - duration, weather by time of year, being prepared, key activities or places to explore 10 10
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Agenda: Big picture update Cycling Campaigns Future Plans
An update on campaign activity part 1 FY17 Autumn Campaign AU: May/June - Transport Yourself - A unique way to experience New Zealand - Leveraging the insight around escape and refresh - Flight Centre as conversion partner Newzealand.com Result Against target Visits 180,000 +42% Active Visits 58,000 +11% Referrals 17,000 +172% 13
Transport Yourself 14
An update on campaign activity part 2 Always on AU From August: Grow awareness and motivation for a NZ cycling holiday Fast and increased conversion in campaign. Deeper regional story through off trail experiences using cycle trails as an anchor. Ensures we have a profile and presence throughout the year. Facebook/instagram 15
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An update on campaign activity part 3 Mountain Biking: Leverage Crankworx 2017 Position New Zealand as a world-class mountain biking destination. Partnership with Boombox Productions Paid promotion of 3 vignettes in social media Leveraging athlete endorsement Completed video views 13,000 Referral target 235 Achieved 850 (350% ahead of target) 17
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Agenda: Big picture update Cycling Campaigns Future Plans
What s coming up in FY18? 1. Transport Yourself campaigns x 2 - Australia market campaign - Oct/Nov then March/April/May - Leveraging learnings - Flight Centre conversion 2. Flight Centre Trade famil 3. 3 x media visits 4. Ongoing market insights 5. Explore MTB activity increase 6. Evaluation and continuation of Always On activity
Selecting Trails for promotion Featuring the best hero trails in our international promotion will ultimately benefit all trails Showcase our best to increase engagement and awareness Increase variety and breadth over time Factors: 1. Overall appeal of trail to target audience Completeness Quality of riding Landscapes and scenery Food and wine; accommodation; history; villages etc Grade of trail Ease of access 2. Quality and number of operators 3. Export readiness
Contacts Get in touch if you have more questions. Tony Rogers Tony.rogers@tnz.govt.nz Kara Sargeant Kara.sargeant@tnz.govt.nz
Abel Tasman Questions? 23