hawke’s bay tourism update - wordpress.com · 27.06.2018 · • significant investment...
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Hawke’s Bay Tourism Update June 2018
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Agenda
• HBT funding and HBRC
• What are the stats telling us?
• Marketing activity
• Seasonal campaigns plus partnerships
• Website update
• What’s next?
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Funding changes
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HBT Budget
• $1.52m 2018/2019
• $1.52m 2019/2020
• $1.52m 2020/2021
Subsequent funding levels to be reviewed through the 2021-2031 Long Term
Plan process.
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Resolutions• Adjust the rating split to become more
weighted to the commercial sector.
• HBRC requests that HBT examine levels of accommodation in private homes to differentiate
rating levels for accommodation providers based on occupancy rates.
• Requests that HBRC staff work with HB Tourism to investigate the possibility of introducing a
bed tax via enabling legislation to support the activities of HB Tourism.
• Invites HBT to better support Māori tourism in Hawke’s Bay.
• Encourages HBT to actively promote the Living Wage amongst its members.
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So, what are the stats telling us?
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Latest stats year end April 18
Hawke’s Bay
$632m visitor spend
+ 4%8% GDP
Overall nights spent in
Hawke’s Bay -0.5%
Commercial Accommodation
+1%1.474m nights
Private Household stays-1%
2.944 m nights
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Seasonal GrowthOver three years -
Summer + 6 %Autumn +14%Winter +29%Spring +28%
CAM stats only
-
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
350,000.00
400,000.00
450,000.00
500,000.00
2015 2016 2017 2018
Summer Autumn Winter Spring Linear (Autumn) Linear (Winter) Linear (Spring)
2017 vs. 2018
Summer -3 %Autumn +8%Winter +9%
Spring +10%
CAM stats only
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Air DNA
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000Air BnB Revenue June 2016 – May 2018 - Napier and Hastings
Total Monthly Revenue
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Air BnB
0
100
200
300
400
500
600
BOOKED PROPERTIES – NAPIER AND HASTINGS
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What have we been doing?
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Campaign activity
• Autumn campaign concluded in mid May
• MiNDFOOD partnership
• Winter F.A.W.C! campaign ran throughout April and May
• Winter campaign commenced early June
• Tourism NZ-led North Island Touring Campaign commenced 18 June –
focusing on Spring travel
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• Significant investment – substantial presence in a premium publication
targeting our ideal visitor
• 11 consecutive pages of Hawke’s Bay content in total – includes advertising
support from several members
• Bonus digital material on mindfood.com and social media reach
• Covered off Winter F.A.W.C!, experiences, accommodation, dining
• High quality editorial and imagery has ongoing use throughout our channels
MiNDFOOD partnership
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Winter campaign
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• Lots of video – Facebook, Instagram, TVNZ, YouTube
• Digital banners – targeted to regions and behavioural (i.e. travellers)
• Native advertising – ‘suggested reads’ plus ‘sponsored articles’
• Social – link posts on Facebook, using our editorial to create interest
• Billboard near Wellington Airport
• All focused on pushing people to hawkesbaynz.com/winter
Media schedule
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Winter Indulgence
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City Escape
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Country to Coast
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• Collaborative campaign with 8 other RTOs, led by Tourism New Zealand
• Targeting Australians living on Eastern Sea Board
• Promotes four road trip itineraries, including Pacific Coast Highway
• Extensive media buy – mid June to end August: $1.5million
• Supported by trade and PR campaigns
• HBT investment of $25k
North Island Touring campaign
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• Investment in developing a strategy for producing website content that
aligns with our target audience needs.
• CONTENT THEMES
• CONTENT FORMATS
• TONE OF VOICE
• Lives on website, but aggressively pushed through owned and paid channels
Content is king
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Hot tips for visitors
• We need your intel – lots of it.
• What’s new or noteworthy? What’s in season? What have you discovered?
• Doesn’t matter how big or small, we want to hear about it all.
• Send it to our content editor, Lucy Damen
• 021 440 782
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www.hawkesbaynz.com
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Key website stats
• April / May / June = website traffic + 29% YOY• Key markets
• Auckland up 30% • New Plymouth down 12%
• Hamilton up 40% • Palmerston North up 30%
• Tauranga/Rotorua up 12% • Wellington up 99%
• Taupo up 43% • Christchurch down 26%
• International flat (Australia & UK down, US & Canada up)
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Make the most of your listing
• Quality photos – absolutely critical
• Make use of all available fields
• Review content each season
• Load your Hot Deals for extra profile
• You can link events to your listing
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The Hawke’s Bay Playlist
https://www.hawkesbaynz.com/playlist/playall
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Hawke’s Bay Playlists
• Have you created a Playlist for your
business?
• Send to guests prior to arrival.
• Add events to show them what’s on
when they are visiting.
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Trade Marketing
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Trade Activity
• RTO Inbound Operator & Tourism NZ Training
• Explore Auckland – 11 Operators attended VIDEO
• TRENZ Dunedin – 10 Operators to attend
• MEETINGS Auckland – HBT, NCC, Nimons
• TNZ Roadtrips Campaign Australia – Brisbane/Melbourne/ Sydney
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• Log on to the operator database
• Click “register for Explore”
• Choose your offer
• Set conditions
• Save and submit for approval
The Explore programme supports international travel trade and media visiting on independent trips.
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What’s next?
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• Business Continuity Planning – 25 July
Civil Defence and Business Central
• Social Media and Marketing Strategies – 7 August
Tomahawk
• Revenue Management and Working with OTA’s – 14/15 August
Booking.com
• How to work with China?- August 22 or 29
Latipay and NZ Translation Centre
Winter Workshop dates
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Hawke’s Bay Tourism Awards
• Four categories: Accommodation, Visitor Experience, Essence of
Hawke’s Bay, Culture & Heritage
• First round submissions open now – close Wednesday 4 July
• Finalists announced Monday 9 July
• Finalists’ full submissions due 30 July; meet with judges 6-17 August
• Awards evening Wednesday 5 September at Black Barn Vineyards
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Events coming up
• Winter DECO Weekend 13-15 July
• Tourism Export Council (TECNZ) Conference 8-9 August
• HB Tourism Awards 5 September
• CHB Spring Fling September - October
• HB Arts Festival 15-28 October
• Summer F.A.W.C! 2-11 November
• F.A.W.C! Day Out 3 November
• Hospice Holly 8-10 November
• Hawke’s Bay Wine Auction 10 November
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Hawke’s Bay Tourism Visitor Plan2018 - 2021
• A revised visitor plan for Hawke’s Bay
• Destination Marketing and Destination Management
• We want your feedback
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Thank you for all your support!