Marketing team activity year in review
7 November 2014
By Rowan Townsend, GM Marketing, Christchurch & Canterbury Tourism
Our team are often in touch with industry partners asking for famil rates one day, a campaign deal the next and social media content the following. This means that it is difficult to build a full picture in your mind about what it is our team actually does.
To help answer this – we've put together a video that acts as a summary of our recent activity and shows some of the highlights. Have a look and let us know if you have any questions or comments!
For the current financial year all the activity our team undertakes sit under the umbrella of 5 strategic priorities:
- Convert interest in Christchurch and Canterbury in the Australian holiday market into arrivals
- Educate and raise awareness of Christchurch and Canterbury with China trade (include operator part / social part)
- Continue to engage and educate trade on the Christchurch and Canterbury proposition including reinstating Christchurch as a destination rather than a gateway across Western markets
- Position christchurchnz.com and christchurchconventions.co.nz as the key resources for information on Christchurch and Canterbury for our key target audiences – media, tourists, trade, business events and industry
- Shift perceptions of the Christchurch proposition in the Auckland and Wellington leisure markets to increase visitation to Christchurch from these markets
The role of our marketing team is to share our unique Canterbury stories to inspire visitor choices
Rowan Townsend, GM Marketing, Christchurch & Canterbury Tourism
From these strategic priorities you can see that the two key markets our team are focusing on are Australia and China – which coincidentally are NZ (and Canterbury’s) two biggest international markets. Here's a brief summary of why these two markets sit within our priorities.
- This is our largest international holiday market (with over half of all international arrivals into Christchurch Airport)
- Post-earthquake this market has decreased 45%, air capacity reduction of 21%
- Market recovery has been slow to date however 11% growth in airline capacity over the 2014/15 summer is confirmed
- Reconfirmation of the Perth service for the 2014/15 summer will also help boost arrivals.
- Chinese holiday visitors currently spend over $650m per annum in New Zealand and are now the country’s second largest holiday market. The China market into New Zealand is forecast to grow by 20% each year over the next five years.
- Feedback from China IBOs tell us that awareness of things to see and do in Christchurch is very low and they are hesitant to include the city on itineraries.
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