2011 Marketing Exam Case: New Zealand
- Tourism New Zealand: established under the 1991 New Zealand Tourism Board Act
- 120 staff in NZ
- 13 offices outside of NZ (2010 figures)
- New Zealand Target Tourist Attributes (Target Market):
- regular traveler
- likes a wide range of tourist facilities
- likes the natural environment
- environmentally conscious
- likes new experiences
- enjoys sharing experiences with others
- liberal minded, globally minded
- enjoys interacting with local New Zealanders
- appreciate country culture
- 3 marketing strategies
- consumer marketing
- most visible part of the 100% Pure New Zealand campaign consisting of:
- advertising
- promotion
- online ads
- social media
- mobile phone ads
- Public Relations (PR)
- hosted 400 international media programs annually
- visual media preferred to show beautiful images of NZ to the public
- magazines, websites, newspapers
- endorsements from famous individuals
- short screenplay competition put on with the help of PSFK
- Barry Osborne produced
- Peter Jackson judged submissions
- channel marketing
- travel wholesalers (sell to retailers)
- high street (main street) travel retailers
- small independent travel agents
- inbound tour operators
- online travel sellers
- cruise lines
- education of partners, promotion assistance
- Tourism New Zealand website
- database of tourist information
- online training modules
- offered a free global platform for independent NZ tourism operators
- Kiwi Links
- partners offered visits to NZ
- campaigns
- NZ garden won Gold in the Chelsea Garden Show
- NZ hosted the rugby world cup in 2011
- travelling inflatable Rugby ball to promote world cup
- Problems with NZ image
- 92nd rating on climate change performance
- dairy farming practices criticized with respect to environmental pollution
- soil contamination (see this article from NZ govt)
- Economist Article: Its not easy seeming green
- criticisms of the Rugby ball campaign: NZ Herald Article
- Importance of Tourism
- WTTC Figures
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