TOURISM NEWS

OCTOBER 07

100%PUre NeW ErA

tourism NewZealand launches a new era of the 100%Pure NewZealand campaign

New media rising Page 5

Taking our stories global

RugbyWorldCup 2007 page 11

Building up to 2011

Voluntourism page 18
Making holidays count

Abel Tasman National Park.

Turquoise waters, sheltered inlets and secluded beaches of golden sand await you at Abel Tasman National Park. Whether you explore this pristine stretch of coast by kayak or by foot, begin your voyage of discovery at

KIA ORA
In 1999, NewZealand became the first country in the world to launch a centrally managed, single country brand 100%Pure NewZealand. The campaigns success is undisputed. However, NewZealand cannot afford to sit back and rest; we must continue to push, to be first, fastest and best in our marketing to stay ahead of other destinations. After 18 months of research and development, Tourism NewZealand has launched a new era of 100%Pure. 100%Pure NewZealand is NewZealands second most recognisable brand overseas after the AllBlacks. The Americas Cup has recently proven the opportunities to leverage world stage events to the benefit of the NewZealand brand, its tourism and trade. A virtual rugby team and a giant rugby ball-shaped venue in front of the iconic Eiffel Tower during the
GeorgeHickton CHIEF EXECUTIVE, TOURISM NEWZEALAND

worlds third largest sporting event, the 2007 RugbyWorldCup in France, are just the beginning of a five-year strategy to build a global community of fans who will travel to NewZealand for the 2011 RugbyWorldCup. Voluntourism is an emerging travel trend in the UK and across North America. We look at how NewZealand is positioned to take up the opportunity and we profile some of the businesses forging the way. Welcome to a new era.

Photo Tourism NewZealand

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02 FEATURE 100%Pure NeW era

The vision behind a new era of 100%Pure NewZealand.

11 RuGBYWOrLDCup 2007
What rugby balls and Tana Umaga have to do with leveraging the RugbyWorldCup for tourism, trade and the overall NewZealand brand.

05 NeW MeDIa RISING

As the power of traditional mass media wanes, a new media model presents greater opportunities.

08 100%Pure HIStOrY
The story so far.

16 TaKING ReSpONSIBILItY fOr Our eNVIrONmeNt

More on addressing the carbon neutrality debate.

18 VOLuNtOurISm MaKING HOLIDaYS COuNt

NewZealands appeal to a new breed of traveller wanting to make their holidays count.

Tourism News is a bimonthly publication from Tourism NewZealand. It contains news from Tourism NewZealand and the wider industry. It is distributed to NewZealand tourism operators, RTOs, training institutions, media and Tourism NewZealands offshore offices. ISSN: 1775-7965. For further information, or to subscribe, please contact The Editor, Tourism NewZealand, PO Box 95, Wellington, Ph 64 4 917 5400, Fax 64 4 915 3817, Email rosen@tnz.govt.nz Printed on recyclable, chlorine-free paper using vegetable oil-based printing inks. 20544

Photo KEA Campers

Photo Getty Images

FeAtUre 100%PUre neW erA

100%Pure New Era

Tourism NewZealand has launched a new era of its successful 100%Pure NewZealand campaign. Chief Executive GeorgeHickton explains why.
Photo Tourism NewZealand

When Tourism NewZealand launched its 100%Pure NewZealand campaign, it was ground-breaking. In 1999, having a single country brand, centrally managed, was a first. It was a strategy that has given NewZealand an identity and reach well beyond its size and it has served NewZealand well, says GeorgeHickton, Chief Executive of Tourism NewZealand. At Tourism Conference in Auckland in late September, Tourism NewZealand launched the first major rethink and refocus of its highly successful 100%Pure NewZealand campaign. NewZealand now welcomes over 900,000 more visitors than it did when the 100%Pure NewZealand campaign was launched. These days, many other countries have followed NewZealands lead, marketing under a single country banner. But standing still was never an option, says GeorgeHickton. The challenges are still there and, if anything, they are increasing. Changes since 1999 have posed challenges that the campaign had to adapt to meet. Consumer values are changing. People no longer just want to tick countries off on a list; they want to go to places for a unique experience. And new issues are influencing travel decisions. The environment is a perfect example of how quickly things change and of how a new challenge is around every corner. When Tourism NewZealand started reviewing the 100%Pure NewZealand campaign last year, air miles and carbon emissions were not the major issue they are today. Increasingly, travellers will need to be able to justify travel to NewZealand and will want to feel that they are not having a

negative environmental impact while they are here. The media model the campaign uses to deliver its message is changing. Todays media model is fragmented. We need to be able to reach people in many different ways through iPods, blog sites, the internet, electronic billboards. At the same time, changing technology means we have a lot more options, which is a good thing. We have to know about these new options and embrace them. So, 18 months ago, Tourism NewZealand went back to the drawing board. Starting with a blank sheet of paper, nothing was ruled in or ruled out.

visit here. We also know that the warmth of the NewZealand people and the culture is what visitors talk about when they leave. Tourism NewZealands review found a unique selling point. NewZealand is the youngest country on earth the last habitable land mass in the world to be settled by humankind. Being the youngest country on earth gives more depth to the 100%Pure NewZealand campaign and it gives NewZealand a place to stand in the world and a way to stand out, says GeorgeHickton. Tourism NewZealands research and experience showed it needed to move to marketing NewZealand as an experience, not a destination, and to move from images of beautiful scenery to stories about NewZealands people. All that youth and vibrancy, the openness of our people, is something we wanted to distil into our new campaign, says GeorgeHickton. Tourism NewZealand turned to one of NewZealands oldest stories, the legend of Maui fishing up the North Island, to illustrate the countrys culture.

All that youth and vibrancy, the openness of our people, is something we wanted to distil into our new campaign.
We knew we had to find a new way to talk to our target market the Interactive Traveller and to come up with compelling ways to get people to visit. We thought again about what makes NewZealand special. We know we have amazing scenery and that is why people

TOURISM NEWS OCTOBER 07 3

To tell the Maui story, Tourism NewZealand teamed up with Weta Digital the creative force behind The Lord of the Rings and King Kong to create a stunning digital image of the North Island appearing from the seas. The fact that NewZealand is the worlds youngest country is one of the countrys great stories, says GeorgeHickton. Since Tourism Conference the Tourism NewZealand team has been on the road, taking the campaign launch to the regions. The work to roll out the campaign in the key offshore markets has also begun, with

projects already underway in the United States, the United Kingdom, Japan, Canada, Germany, Korea, China and India. A major first for Tourism NewZealand saw it staging a 24-hour world takeover of social networking site YouTube on 17 September. YouTube is also hosting a Tourism NewZealand channel for three months, where viewers will be able to see mini-documentaries, video news releases, the new television commercials and new images. Tourism NewZealands major overseas promotional work started in the US, where

100%PUre NeW ErA

Destination Postcards Print Passive Monologue Advertiser

Experience
Stories Screens Active Dialogue Producer/Publisher

the new television commercial was shown during the Academy of Television Arts and Sciences Emmy Awards. This was followed in the US with online activity. In the UK, the launch included images on giant moving transition screens moving billboards in major train stations, on small digital panels alongside tube station escalators and on side track panels on the Heathrow Express.

FROM THE PRODUCERS OF LORD OF THE RINGS & KING KONG

Perhaps, as much as anywhere, NewZealand can claim to show life as it should be.
In Japan, Tourism NewZealand has teamed up with media company Asahi to develop content for a 32-page colour mini-book, and radio, online and television advertisements to coincide with a week-long NewZealand lifestyle event in Tokyo in November. The move to embrace new media is one of the main pillars of Tourism NewZealands new campaign. The global launch on YouTube was one of the launch highlights and an indication of things to come. Technology aside, the underlying message of 100%Pure NewZealand is very human. Summarising his hopes for the campaign, George Hickton says that if Tourism NewZealand has a vision for the future it is that NewZealand can offer life-changing experiences through the power of our landscapes, the personalities of our people and the stories that link the two. Perhaps, as much as anywhere, NewZealand can claim to show life as it should be. n

WETA DIGITAL DIRECTOR CHRISTIAN RIVERS ART DIRECTOR MICHAEL PANGRAZIO VFX SUPERVISOR MATT AITKEN POST PRODUCTION PARK ROAD POST FLYING FISH FILMS DIRECTOR GREGOR NICHOLAS PRODUCER BRIAN KASSLER KEN SPARKS EDITOR MILAN BORICH LEAD SINGER PLUTO NEIL FINN STUDIOS

OPENS WEDNESDAY 29 AUGUST

4 WWW.TOURISMNEWZEALAND.COM

NEW MEDIA

Photo Getty Images

In a new era of 100%Pure NewZealand, new communication technologies will help us target potential travellers more effectively.

New Media Rising

In a new era of 100%Pure NewZealand, Tourism NewZealand is focusing more on talking directly to consumers, embracing new technology and providing content to people when, where and how they want it.
The relaunch of the 100%Pure NewZealand campaign brought with it new thinking across all elements of the campaign, Catherine Bates, Tourism NewZealands General Manager Consumer Marketing says. Just as the highly successful 100%Pure NewZealand branding needed a new dimension, the media model needed to adapt to the changing world travel consumers live in and the way they access information on which they base their travel decisions. Catherine Bates says the media environment has been turned upside down with a noticeable change in the predominance of screens. When Tourism NewZealand launched the 100%Pure NewZealand, television and print were the key mediums to reach many people. Now, all that has changed. Catherine Bates describes the power of traditional mass media as waning and alternative and digital media, particularly media that provides for more user involvement and content generation, as becoming more powerful. These days people are getting their news and information in many different ways, through iPods, mobile phones, the internet, blog sites, television, electronic billboards, and social sites like YouTube and MySpace. The common delivery element is the use of screens, whether computer, television or hand-held mobile device, and the common delivery feature is convenience. Tourism NewZealand needs to be able to get its message out to people where they want it, when they want it and in the new formats they are using. Catherine Bates says that just as the 100%Pure NewZealand branding is moving from expressing NewZealand as a destination to presenting it as an experience, the way in which Tourism NewZealand will reach its audience is changing. In many ways the new mediums lend themselves to marketing NewZealand as

TOURISM NEWS OCTOBER 07 

an experience, rather than a destination, giving us platforms to move away from talking at people to having a conversation with them. Tourism NewZealands move to using new media has been a natural progression. Catherine Bates says that one of the benefits of the international media programme is as a testing ground for new ways of reaching audiences and distributing content. As part of the Whats On campaign media buy with the Sydney Morning Herald, the international media programme hosted Bruce Elder, their well-respected travel journalist. His NewZealand travel blog took his personal experiences to an estimated 90,000 online readers. Richard Bangs, a well-known American adventurer, also visited through the programme earlier this year. The partnership between Tourism NewZealand and Richard Bangs includes creating a onehour television special (on PBS) with DVDs and a companion book, Quest for Kaitiakitanga, sold on Amazon.com, while a new itinerary with travel company Mountain Travel Sobek emulates Bangs NewZealand

trip. Richard Bangs NewZealand adventures are travelling quickly online with interviews on Forbestraveler.com being picked up by MSNBC.com and ongoing internet cycling and recycling of the story. It is internet users thirst for content that provides Tourism NewZealand with another new media opportunity. JessicaEbrey, Tourism NewZealands Online Manager, says that the newzealand.com strategy is focused on Tourism NewZealand as an authentic, reliable and credible content provider. A major achievement earlier this year was search engine Google, through its popular Google EarthTM product, teaming up with Tourism NewZealand in a world first the 100%Pure NewZealand layer. The partnership brought together Googles technology, reputation and popularity and newzealand.coms credible and authentic content, says JessicaEbrey. Google Earth combines satellite imagery, maps, terrain and 3D buildings to provide in-depth, easily accessible geographic information. Tourism NewZealand provides information for the 100%Pure

NewZealand layer, which introduces and graphically illustrates Visitor Centres, Points of Interest (towns) and Bubbles (scenic highlights) on Google Earth and provides a link to newzealand.com for more extensive information, maps, and links to accommodation, transport and activities, says JessicaEbrey. Google has partnered with other organisations to develop layers for its popular Google Earth product, including National Geographic, the United Nations Environment Programme and Discovery Network. This was, however, the first time it has worked with a tourism authority to create a layer. Google Earth has had 200 million unique users since it launched in June 2005. While newzealand.com is very successful, with more than 564,000 users in peak months, the opportunity to be associated with Google Earth and its user community was huge, says JessicaEbrey. And as is the case with some of the new media technologies, the cost of participation is low compared with traditional mediums. TNZ and Google Earth have a strictly non-commercial relationship, with both parties covering their own development costs. From TNZs perspective, the cost was less than 1 per cent of the overall online marketing budget. The content was all existing and the development required amounted to not much more than formatting, says JessicaEbrey. By supplying content like video clips and mini-documentaries of NewZealand experiences to blog and fan sites, commercial websites and social networks, Tourism NewZealand will work to engage with online communities.

Photo Tourism NewZealand/Google

This was the case with the global launch of the new campaign on YouTube. For 24 hours, 100%Pure took over the home page
Left The 100%Pure NewZealand layer on Google Earth was a world first.

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of the popular social networking site. More than 500,000 views of the new 100%Pure NewZealand television ad were recorded in the first 48 hours. For the next three months a NewZealand page is carrying video clips, mini-documentaries and other content that will appeal to the YouTube community. Tourism NewZealand is also taking space on sites like Yahoo and MSN to road block home pages, where all home page content will link to Tourism NewZealands campaign and back to the newzealand.com website. The online environment is where grand concepts such as building global communities can actually be realised. In the first phase of Tourism NewZealands five-year plan to build a community of rugby fans who will travel to the 2011 RugbyWorldCup, it launched its first ever online campaign to build interest in an event and the country. Kiwis travelling to France were recruited to become ambassadors, encouraging those they met to come to NewZealand in 2011. Equipped with supporters kits, the ambassadors became the founding members of the virtual rugby club the Front Row Rugby Club captained by Tana Umaga. Tapping into the social networking opportunities the online environment provides, the official virtual clubrooms are an online meeting ground for global fans to blog, share stories, and join the worlds largest team photo. In the next four years, club members will receive regular updates from Tana Umaga. As 2011 draws near, fans will be sent specific information about the towns they will be visiting when the fixtures list is finalised. New media technologies are being used to make sure information is as current as consumers now expect it to be. GreggAnderson, Tourism NewZealands Regional Manager Australia, explains that the technology behind the current Whats On campaign vehicle, the Spring Pass, gets information to visitors on the move. NewZealand operators have seasonal pricing and offers available in spring but many visitors dont know about them until they get here, says GreggAnderson. With the Spring Pass we have tried to create a platform that people can use to showcase those options to Australians in advance of them arriving. NewZealand operators submit offers online, through an i-SITE or their Regional Tour Organisation. Visitors print out a pass online, or have it sent to their mobile and
Above The legendary Tana Umaga is the captain of Tourism NewZealands virtual Front Row Rugby Club. Left The new Spring VIP Pass is portable in Australian visitors mobile phones.

then bring the Spring Pass to NewZealand to access the deals. The campaign includes television, cinema, outdoor advertising, mobile media and online advertising. Potential visitors downloading the Spring Pass can get offers sent to their phones and be guided to a newly created WAP site, as well as to newzealand.com Mobile phone owners with Bluetooth receive a message from electronic billboards as they pass offering them a taster of whats on offer in spring, travel deals, ring tones and spring images. We know that visits to newzealand.com have doubled since the Whats On campaign began in August 2006. The Spring Pass gives NewZealand operators the opportunity to get a variety of NewZealand product to all these people via a medium they are increasingly using as a first reference, says GreggAnderson. In a new era of 100%Pure NewZealand, new technology is taking NewZealands message to people when, where and how they want it. n

TOURISM NEWS OCTOBER 07 

100%Pure History
The creation of the 100%Pure NewZealand campaign was the most radical promotional campaign in 100 years of tourism promotion in NewZealand and, at eight years and counting, is looking like being one of the longest-standing as well.
It was July 1999 when the campaign was launched in Queenstown to a hugely expectant tourism industry, public and media. Never before had NewZealand had a global campaign one that had the same message no matter where you were. It took NewZealand away from campaigns that were trying to be everything to everyone to a campaign that knew what, and who, it wanted. It took away different messages for different countries, and gave those interested in NewZealand one clear, concise message no matter where they lived. It took away static unpopulated images, and gave potential visitors a campaign that put them in the picture, that showed how they could interact with our people, our culture, our tourism activities and our landscape. to the iconic Crowded House song Dont Dream Its Over, and showed potential visitors the experiences they could have. 100%Pure NewZealand was the binding thread, describing the emotions that NewZealand evoked in visitors. It showed visitors mountain biking through stunning tussock country: 100%Pure Adrenalin. Visitors seeing a whale dive: 100%Pure Awe. Visitors experiencing their first hongi: 100%Pure Welcome. The campaign was designed for use across all marketing: advertising; work with the travel trade both on and offshore; events; the IMP (International Media Programme); and a brand-new internet site www.purenz.com This new campaign, with its bold, simple tagline, was immediately examined, dissected and speculated upon. Moving to be one thing to all people was a move that involved change and risk. The campaign was on trial and the verdict was a healthy Kiwi dose of lets wait and see. What the expectant crowd of stakeholders have seen since then are results. The number of visitors to NewZealand has increased by 50 per cent since 1999. International visitor expenditure has more than doubled to NZ$8.3 billion. We have outstripped our competition: since 1999 the number of visitors to Australia has increased by 23 per cent; to the UK by 18 per cent; and to Canada by 4 per cent. Visitors to NewZealand have increased by 48 per cent.

Mixed Messages
The success of the campaign is that the proposition rings true with potential visitors. It wasnt trying to say that what NewZealand had to offer had changed; the campaign was aiming to change the way the world saw us. When the promotion of NewZealand as a destination began in 1901, advertising centred on the landscape and Mori culture. These were, and are still, the key reasons people want to come to

Dont Dream Its Over

The new television advertisement was set

Above Original 1999 campaign launch image.

Above 100%Pure NewZealand Ora, Chelsea Flower Show 2004.

Above 100% Pure, a bold and simpletagline.

 WWW.TOURISMNEWZEALAND.COM

100%PUre SUccess

NewZealand, and the reasons they enjoy it once they have been. As the years progressed, however, the message got muddier. More and more aspects of what NewZealand has to offer were pushed in a jumble sale of experiences to potential visitors. Mixed messages mean mixed-up consumers, with no key reason to put NewZealand on their list of destinations, let alone book. Two pieces of research helped change this. One showed that while travellers choose destinations and experiences that meet their individual needs, actually, as a group, they share common needs, no matter where in the world they come from. The other was that potential visitors often thought of NewZealand as a bit boring, but once they had been they knew it was exciting and invigorating. It was time to bring those core messages of what makes NewZealand unique back onto centre stage, and express better the real Kiwi experience. Given the budget (0.12 per cent of the worlds tourism advertising spend) getting to the right people meant NewZealand had to be clever. Tourism NewZealand looked at what group was best matched to the NewZealand experience. This group people who love travel, seek new experiences and enjoy the challenge of new destinations was called the Interactive Traveller .

2007 2006

Lonely Planet Bluelist 2007: No. 2 destination Country Brands Index: Top country for natural beauty and outdoor activities Coolbrands (UK): Coolest destination Webby Awards (2005 & 2006): best tourism website newzealand.com PATA Gold Award: Make Yourself 100% At Home campaign PATA Gold Award: online trade training modules TUANZ (NZ) Awards best information site: newzealand.com

2004

TUANZ awards (NZ): Haka module and interactive map Silver medal: NewZealand Effie Advertising Awards BDA International Awards (US) Gold Award: Vignette on Discovery Channel. Gold Medal at the Chelsea Flower Show: Tourism NewZealand garden 100%Pure NewZealand Ora Garden of Well-being NZ Pride in Print Awards Supreme Award: Hongi image Site of the day on macromedia.com: newzealand.com PATA Grand Award: 100%Pure NewZealand campaign

Hospitality Sales and Marketing Association International Platinum Award: 100%Pure campaign NetGuide 2003 Awards Best Travel and Tourism Site: newzealand.com No. 2 best brand in NewZealand: Unlimited Magazine (NZ)

2003

2001

Gold medal Fdration Nationale des Offices de Tourisme et Syndicats dInitiative (F.N.O.T.S.I.) Awards: 100%Pure campaign Also wins Heritage/Cultural image section International Gold Quill Award for strategy development and implementation of 100%Pure NewZealand campaign

2000

Australian Magazine Creative Excellence Awards: 100%Pure NewZealand advertisement The Piano

Above Americas Cup print advertisement.

Above The Lord of the Rings Trilogy created unprecedented opportunities.

Above The campaign evolved as brand awareness expanded.

TOURISM NEWS OCTOBER 07 9

These people are driven to make holiday decisions by authenticity, by quality, by the experience that they expect to have. 100%Pure NewZealand fitted neatly into these desires. NewZealand was already perceived as an authentic place, and Kiwis were seen as being genuine. Research had shown that the word Pure was also integrally connected in peoples minds with quality.

When its done well, nation branding can create strong and positive associations for consumers. NewZealand is a prime example: in 1999 it began cultivating an image of quality and freshness with the slogan 100%Pure NewZealand. The result has been a boost to its exports as well as to its tourism, making NewZealand a frequently cited case study for international marketeers. Time Magazine (US and Europe, 2005)
On the Move
As important as a good campaign is the ability to continue to be a good campaign. Time passes, but consumers need to continue to be inspired. Since the 100%Pure campaign launched it has constantly evolved almost beyond recognition in some areas, such as technology. Gone is the relatively static information of the www.purenz.com website replaced in 2001 by www.newzealand.com and its highly interactive, relevant and comprehensive content of operators and activities, interactive maps, travel deals, the ability to connect up to RSS feeds and more. Taglines such as Make Yourself 100% At Home were used to promote NewZealand during the Lions Tour, while 100%Pure NewZealand was used to brand two gardens at the Chelsea Flower Show. A few years ago the television advertisement soundtrack moved to the more proactive Youve Been Waiting Too Long and honed in on peoples emotions and experiences, giving an even better insight into what it is visitors can hope to experience. And now a new era is bringing NewZealand to life even more. NewZealand is Forever Young and the new iteration is the most interactive yet giving people a real sense of our uniqueness and the invigoration of a NewZealand holiday. 100%Pure NewZealand is a message that is versatile and relevant, reflecting the uniqueness of the Kiwi way of life a way of life that visitors would like to experience for themselves. No matter how much the campaign changes the experience will not. n

On the Money
If imitation and flattery go hand in hand, the 100%Pure NewZealand campaign is touching palms with some of the highestprofile products and destinations in the world. Since 1999, products, and destinations, have flocked to use the word Pure in their marketing, with marketers realising, in an increasingly homogenous world, the virtues of authenticity and the real thing. The campaign has also had recognition from the advertising industry, from the tourism industry, media commentators, and, most importantly, consumers. Accolades include the international Gold Quill award in 2001 and Time Magazine International citing the campaign as one of the best branding campaigns in the world. Then there is a multitude of Best Destination awards by readers those allimportant consumers of some of the most highly regarded magazines in the world.

Above Purenz.com in 2000.

Above The AustralianWhatsOn campaign.

Above NewZealand.com local translation.

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OFFSHORE EVENT

RugbyWorldCup 2007
As the 2007 RugbyWorldCup in France roars to an exciting conclusion and rugby fans look forward to the All Blacks playing at home in 2011, Tourism NewZealand is taking stock of its rst bold initiatives to promote NewZealand during one of the worlds largest sporting events.

The announcement in November 2005 that NewZealand had won the right to host the RWC 2011 set in motion what would become a five-year plan to build a worldwide community of fans Tourism NewZealand will encourage to travel to the 2011 RugbyWorldCup (RWC). George Hickton, Chief Executive of Tourism NewZealand, says that while events such as the Americas Cup in Valencia are an opportunity to profile NewZealand, RWC 2011 goes a giant leap further. The RugbyWorldCup will increase NewZealands profile as well as attract rugby fans to come here and make a holiday of their trip to RWC 2011. The potential benefits of hosting the RWC 2011 are impressive. RWC 2003 was estimated to be the worlds third largest event after the Olympics and the Football World Cup. TV coverage of the Australian event reached a cumulative audience of 3.5 billion and was worth billions in advertising. Based on Australias experience of hosting RWC 2003, the 2011 event is expected to draw up to 70,000 international supporters, 2,500 international media, and up to 2,500 corporate and VIP guests throughout the tournament, with many people going on to explore other parts of the country.

A Howarth Asia Pacific Ltd Economic Impact report, released in June 2006, estimates RWC 2011 will result in $476 million in direct expenditure in NewZealand, contribute $507 million in additional GDP to the NewZealand economy and provide an additional $112 million in tax revenue to the NewZealand Government. Media coverage is expected to increase awareness of the 100%Pure NewZealand brand in countries where NewZealand is well recognised as a strong rugby-playing nation but not fully appreciated for the tourism opportunities. While the projections are impressive, they cannot be taken as given, says George Hickton. They present potential outcomes and opportunities that, with excellent planning and execution, tourism will benefit from. Tourism Minister Damien OConnor says, We hope that both media coverage and the huge number of visitors the Rugby World Cup will bring to NewZealand will increase awareness of the 100% Pure NewZealand brand in countries where we are well-recognised as a strong rugby-playing nation, but not fully appreciated for our tourism opportunities.
Above A guaranteed eye catcher in the last three weeks of RWC 2007 is the giant Rugby Ball Venue in front of the Eiffel Tower.

TOURISM NEWS OCTOBER 07 11

The tournament will deliver a sporting spectacle that NewZealand can celebrate not only because of the tournaments place in our sporting history, but also due to what will generate for NewZealand through tourism and other economic benefits, says Damien OConnor. NewZealand started its own preparations for 2011 with two bold initiatives around RWC 2007 Tourism NewZealands virtual rugby club and NZ Inc.s giant Rugby Ball Venue in front of the Eiffel Tower. The virtual rugby club represents the first time Tourism NewZealand has launched an email campaign to build interest in an event and the country. The Front Row Rugby Club, a virtual supporters club, captained by Tana Umaga, was launched prior to the RugbyWorldCup in France. Kiwis travelling to France were recruited to become ambassadors, encouraging those they met to come to NewZealand in 2011. NewZealand is my home and I am happy to be promoting it as a great tourism spot for rugby fans from around the world, Tana said. To help them, Tourism NewZealand provided supporters kits with interactive dvds of NewZealand and personalised contact cards. The ambassadors became the founding members of the virtual rugby club. Members received a welcome video message from Tana Umaga and an invitation that they could personalise and send on to friends, family and rugby mates around the world. In the next four years, club members will receive regular updates from Tana Umaga, have access to their own official virtual clubrooms, join the worlds largest team photo by adding their own image, share stories through blogging and be encouraged to recruit friends, family and rugby mates from around the world to join them to travel to RWC 2011. The Front Row Rugby Club is designed to convert a love of rugby, and an interest in all things NewZealand, into a trip to NewZealand the ultimate rugby and holiday experience, says George Hickton. A guaranteed eye catcher in the last three weeks of RWC 2007 is the giant Rugby Ball Venue in front of the Eiffel Tower. NewZealand needed a unique way to attract and connect to those people most likely to follow the RWC to NewZealand in 2011. The Rugby Ball Venue is a great opportunity for NewZealand to catch the worlds eye at one of the busiest places in the world, at one of the busiest times, says George Hickton. The 12-metre high and 25-metre long structure stands on the Champs de Mars, close to Frances iconic Eiffel Tower. Over 40,000 people are expected to experience a virtual NewZealand by visiting the venue while in Paris and many more will pass by. Last year, 6.7 million people visited the Eiffel Tower. When launching the project, Prime Minister Helen Clark described it as a bold and innovative move, an example of NewZealands

new thinking, and an example of a small country out to make a big impression. While the project has been managed by Tourism NewZealand, the venue formed a central hub of promotional activity for NewZealand businesses, Tourism NewZealand, the Department of Labour, NewZealand Trade and Enterprise, the Ministry of Foreign Affairs and Trade and the Ministry for Culture and Heritage to attract attention to the country and its talents. Trevor Mallard, Minister for the RugbyWorldCup, says the governments most recent leveraging programme, held in Valencia alongside the Americas Cup, had shown the potential of using major international events to profile NewZealand and NewZealand companies. The Rugby Ball Venue is the first part of a four-year build-up programme and coordinated cross-government strategy of leveraging activities as we work to maximise the benefits for NewZealand when we host the RugbyWorldCup in 2011. All the events held there are aimed at increasing trade and tourism revenues, and attracting new investment partners and highly skilled foreign migrants, while other activities look to celebrate NewZealand culture and sporting success. During the day, the NewZealand-themed venue is open to the public, promoting NewZealand tourism, businesses, culture, lifestyle, food and wine, and technology. In the evenings, NewZealand-hosted trade and industry events, exhibitions, big-screen viewing, functions and meetings have taken the best of NZ Inc. to the world. As well as offering the finest of NewZealand cuisine and wine, the Rugby Ball Venue has an innovative sound and light display. Its walls are used as screens on which projection and sound equipment presents a variety of Kiwi environments, from a rugby game to bush walks, images of a visit to NewZealand, and examples of NewZealands business innovation and culture. One of the tourism businesses that will be profiled by the Rugby Ball Venue will actually be there. KEA Campers has sponsored a six-berth KEA Camper as a support vehicle. We are excited about giving European tourists a sample of a NewZealand holiday and some of the things they will enjoy when they visit our country, says KEA Campers Executive Director Michael Becker. It also gives us a chance to demonstrate our commitment to sustainability by showcasing what we are doing to minimise the environmental impact of campervan travel, he says. Beyond RWC 2007, the venue will be used to promote NewZealand and RWC 2011 in key offshore markets. n

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GUest ColUmn MArtin Snedden, CEO, RUgbY NeWZeAlAnd 2011 Ltd

RugbyWorldCup 2011 an opportunity not to be missed

When NewZealand won the hosting rights for RugbyWorldCup (RWC) 2011 back in November 2005, it was probably appreciated by only a few people just how big an opportunity it was to host the tournament. Since NewZealand last hosted the very first tournament back in 1987, RWC has grown to become the worlds third largest sporting event, trailing only the Olympic Games and soccers World Cup. It is estimated that this years RWC in France will attract a cumulative global television audience in excess of 4 billion, while hundreds of thousands of visitors are expected to travel to France to take in some of the matches. For the tourism sector in NewZealand, the opportunities are significant. Rugby NewZealand 2011 Ltd the company responsible for organising the tournament on behalf of the NewZealand Rugby Union (NZRU) and the government estimates that as many as 70,000 international visitors will come to NewZealand for rugby during September and October 2011. Thats nearly three times the number of travellers who were attracted to NewZealand for the 2005 British and Irish Lions tour. According to the latest economic impact forecasts, the tournament will generate approximately $1.15 billion in total economic benefit and a net economic benefit to the country of more than $500 million. That represents a fantastic boost for all involved in the tourism, sport and leisure industries in NewZealand, as well as for every other sector, from the butchers and bakers to the flag makers! Aside from the direct benefits, NewZealand also stands to gain indirectly. The publicity and exposure generated globally by a major sporting event being held in NewZealand will provide a major platform for promoting NewZealands culture, landscape, attractions and people to a vast international audience. Similarly, a successful tournament which creates a welcoming and dynamic atmosphere will see the visiting rugby fans depart as ambassadors for NewZealand, having an ongoing benefit for years to come. Many of the countries and cities that host major sporting events note that the benefits in terms of growing tourist numbers and attracting large groups, conferences and other major events continue to be reaped as long as a decade later. That said, the opportunities are only part of the story. There are also risks in taking on such a major event. We can expect to see significant pressure placed on NewZealands travel and tourism infrastructure. While this pressure will be only for very short periods and in specific game locations, we need to gear up creatively to deal with the challenges and maximise the opportunities. We also need to ensure that as a country and an industry, it is clear to the rest of the global market that NewZealand will not be a closed shop during RWC 2011. There will be opportunities to accommodate other visitors away from the major focal points of RWC and there will also be the potential to attract the rugby visitors out of the match venue cities and away from the Cup action to see the rest of the country and sample other tourism experiences.
Martin Snedden, CEO, Rugby NewZealand 2011 Ltd.
Photo RugbyNewZealand 2011 Ltd

A great example of this was the mini-boom in Rotorua during the Lions Series, when many of the British and Irish fans went back to the Bay of Plenty during the final week of the tour to enjoy the tourism experiences. Coordination between all agencies in tourism, regional government, and travel and tourism operators will be critical. Rugby NewZealand 2011 is working closely with Tourism NewZealand to put in place appropriate structures for both coordination and communication. More details on the tournament structure, timing and promotion will become available over the next 12 to 24 months as planning progresses. RWC represents a once-in-a-generation opportunity for NewZealand. We encourage you to gear up to make the most of it. n

TOURISM NEWS OCTOBER 07 13

CAMPAIGN

Forever Young our history is ahead of us

Tourism NewZealands new 100%Pure NewZealand campaign draws on the fact that NewZealand is the youngest country. But is it? According to NewZealand historian James Belich, in terms of human history, NewZealand is indeed the youngest country on earth.
This is supported by the late author Michael King, who said in A History of NewZealand, NewZealand was the last country in the world to be discovered and settled by humankind. Or as a BBC documentary recently put it, This is the final frontier. The last habitable land mass to be discovered by people. Unique as this may be, how could it help in a tourism campaign? Tourism NewZealand Chief Executive GeorgeHickton says that once this unique element of NewZealand was realised, so much of what NewZealand had to offer fell into place. The campaign sums it all up as Welcome to the Youngest Country on Earth, says George Hickton. Our youth, says Assignment Creative Director Kim Thorpe, implies that NewZealand is offering life as it should be. Therefore focusing on our youth is able to justify 100%Pure NewZealand, explain our youthful attitude and openness, and bring to life life as it should be, and most importantly it gives us a unique position that cant be taken away from us and will always be true. On a more operational level, the youthful country angle would provide endless stories and insights for travel writers, bloggers and magazine editors. So once our youth was proven, Tourism NewZealand had to find a way to illustrate it in the campaign. Tourism NewZealand General Manager Consumer Marketing Catherine Bates says weve known for some time through research that potential visitors had an interest in our culture, our people and our stories. People want to experience different cultures and to learn from them and be enriched by them. Therefore we knew this needed to play a role in the development of the new campaign. So Tourism NewZealand went back to the oldest story to explain why were the youngest country that story was the legend of how Maui fished the North Island out of the ocean. Mori film maker Libby Hakaraia says because NewZealand is a country surrounded by water it is not that hard to imagine that NewZealand was hauled from the ocean and its an incredible story to share with others. Its exciting to see the story of our land shared with the rest of the world. And we can say Welcome to the youngest most vibrant place in the world. And who better than award-winning talents to bring to life a new story for an awardwinning campaign? Tourism NewZealand then turned to Weta Digital to bring the legend to life. The result is a television commercial that takes very real looking digital images of the North Island rising from the earth and combines them with current images of people interacting in a vibrant, young NewZealand. The outcome? See for yourself on newzealand.com n

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mArket reseArch

Tried and Tested

Behind Tourism NewZealands new campaign sits a raft of research that has informed the process every step of the way.
Each year, Tourism NewZealand commissions and analyses research to understand what makes visitors tick. The organisation looks at where people come from, why they decide to come to NewZealand, what they want to do when they get here, what they spend, where they go and, when they leave, what they enjoyed the most. Research underpins every decision Tourism NewZealand makes, and the launch of its newest campaign is no different, says Tourism NewZealand Marketing Research Manager Hinemarie Larkins. The new campaign was based on a combination of research projects undertaken by the organisation in 2006. This research showed definite trends that clearly needed to be part of Tourism NewZealands future thinking. Visitors to NewZealand have always loved our scenery, but it was becoming clear other things were growing in importance. It became clear we needed to move from passive to active, from marketing NewZealand as a destination to presenting it as an experience and to broadening peoples perception of what NewZealand has to offer, Hinemarie Larkins says. Working with this information as a base, Tourism NewZealand and its creative agencies put the data into action, creating the first concepts of how the campaign would be refreshed. The next research phase was to look at what real people thought. Market testing is a key part of the research that stands behind any new campaign, says General Manager Consumer Marketing Catherine Bates. The overall response from the three markets was positive. People felt the images and commercials were more involving, gave a feeling of experiences they could expect to have and provided a better picture of what NewZealand had to offer. Critical for Tourism NewZealand was the fact that everyone either
Above Screen grab from 100% Pure NewZealand television ad that received positive research response.

Qualitative research was undertaken by the Nielsen Company between June and July this year in three of our key markets the United States, the United Kingdom and Australia. In each country four focus groups were held comprising a mix of ages, sexes, singles, friends, couples, families and interactive or independent and noninteractive travellers.

liked the new campaign, or loved it, Catherine Bates says. Another key insight from the research wasthat Tourism NewZealand needed to tailor images and commercials to different markets. The US seemed more motivated by the active, action-packed images; the spiritual, cultural and scenic expressions resonated more with the UK market; and Australia seemed to contain separate audiences in all three areas. The next phase will be to watch how the new campaign works when it is launched in each market. Again, research will play a huge part in watching how visitors and travellers react to the campaign and in finding out how well it is working. n

Critical for Tourism NewZealand was the fact that everyone either liked the new campaign, or loved it.

TOURISM NEWS OCTOBER 07 15

environment

Photo InterCity

Taking Responsibility for Our Environment

Will the environmental guilt of selecting a NewZealand kiwifruit from the produce section of a British supermarket soon extend to the choices northern hemisphere travellers make when taking holidays? And will our clean, green image stand up to increasingly intense public scrutiny? These are issues very much on the minds of many of those involved in our tourism industry and some of the reasons why they are actively taking responsibility for sustaining and delivering on our clean, green image. Here we look at the environmental endeavours of three of our larger operators. For most visitors to NewZealand the journey begins with a flight. Airlines have long been in the line of fire when it comes to carbon emissions and Air NewZealand is no exception. However, Di Paton, Air NewZealands Communications Manager for the Environment and Community, says in reality the airline industry contributes less than 3percent to carbon dioxide emissions and, furthermore, over the last 40 years has managed to reduce emissions per passenger kilometre by some 70percent, thanks to improved technology and operating practices. Nonetheless, she says the company acknowledges that air travel is part of the carbon emissions problem and is acutely aware of how important environmental issues are to NewZealand as a destination. The clean, green NewZealand image is the cornerstone of the countrys tourism industry and Air NewZealand is an integral part of the tourism. Taking a leadership role in environmental issues is important to the company and we will do our best to influence and guide to ensure that we are sincere in our efforts. Di Paton says while there is a lot of concern, particularly in Britain, about carbon emissions from flying, there is also discussion about the relatively high cost of the increasing number of short flights versus long-haul flights to destinations such as NewZealand. We have to keep telling the story but also work to further reduce emissions from aircraft. Di Paton says that since August 2004 the airline has saved $18 million in fuel burn, which represents a 58,000 tonne reduction in greenhouse gas emissions. This figure is set to double in the next 12 months while other initiatives such as the arrival in 2010 of the 787s (which are 20percent more fuel efficient than any other long-haul aircraft); an ongoing programme to reduce on-board weight; working with air traffic control and other agencies to improve services; using weather forecasting to get the most efficient flight plans; and starting on a programme that includes continuous descent and flying from port to port rather than through a hub will all result in even greater savings. Di Paton says fuel savings are just part of the companys holistic approach to its environmental policy. It is very important to Air NewZealand that environmentalism is not just about reducing fuel or giving passengers a third party offset scheme. It is about working toward making the customer feel part of clean, green NewZealand from the minute they board the plane, she says. To this end the company has a Green Team, which around 1,500 employees 14percent of the companys staff have joined
Above Prime Minister Helen Clark and Malcolm Johns launch InterCitys carboNZero initiative at Parliament.

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voluntarily and has launched a campaign encouraging all staff to become environmentally aware. It has introduced energy savings into its new head office and is also looking at a green purchase scheme and on-board recycling and will soon give passengers the opportunity to offset their own carbon emissions. Still in the transport sector, Malcolm Johns, Chief Executive of the InterCity Group, has recognised his companys inclusion in one of the bogey industries for emissions and now aims to be the worlds first carbon neutral national public transport operator within three years. To do this the company has signed up with Landcare Researchs carboNZero programme which requires participants to measure, reduce and mitigate their carbon dioxide emissions. The scheme will also give Intercitys domestic and international passengers the chance to buy carbon credits to offset the emissions they generate while travelling. The company is undertaking the project in stages its corporate activities have just been carboNZero certified, while Kings Dolphin Cruises and Eco Tours should follow suit by summer 2008/09 with Intercity and Newmans Coach Lines completing the process the following summer. Malcolm Johns is adamant that this is not just a marketing ploy. This is not about writing a cheque to buy carbon credits to offset our emissions. We are fundamentally changing the way we do business to reduce our carbon footprint and the carbon footprint generated by our Kiwi and international customers. Over the past five years the company has invested $20 million in modernising its fleet to meet the latest European emission standards, thereby reducing its carbon emissions by up to 50percent. It has also made dramatic savings in the electricity used for lighting, air conditioning and information technology and when it introduced paperless ticketing in 1998 reduced its paper consumption by 80percent in the first year. Malcolm Johns says that the companys efforts have put it in one of the lowest categories of emissions of any form of tourist transport. An international visitor to NewZealand using InterCity and Newmans transport services will create a 90percent lower carbon footprint than if they drive themselves in a modern 2.0 litre rental vehicle (this is based on independent work by Landcare Research), he says. The efforts have also been embraced by many of the companys clients, with several planning to absorb the cost of offset charges the transport in their tours is carbon neutral. Malcolm Johns says sustainability is a vital issue for the tourism industry and with the 100%Pure brand so strongly linked to environmental issues the whole industry must walk the talk or risk brand devaluation. themselves so that they can use the carboNZero logo and state that

The single most important issue there is the collective commitment to long-term focus on the issue of sustainability and ensuring the business environment encourages the right type of behaviour. In the accommodation sector, the Heritage Hotel group has been working towards sustainability since 2002, when it made the decision to use the Green Globe system to benchmark its hotels. Green Globe is an international benchmarking, certification and improvement system specifically aimed at helping the tourism industry attain sustainability. So far four of the groups Heritage Hotels have been benchmarked, with the CityLife Hotels and Heritage Hotel & Spa du Vin currently undergoing the process. Penny Clark, Chief Operating Officer Heritage Hotel Management, says the prime motivation for putting the companys practices under scrutiny has been a realisation of the importance of our environment. Heritage and CityLife Hotels are unique to NewZealand and therefore have an even greater investment in the countrys tourism industry and our ability to deliver on the 100%Pure promise. Along the way she acknowledges there have been commercial benefits. Without a doubt, Green Globe benchmarking is a disciplined way of looking at your energy use and, as a consequence of looking at better ways of operating and maintaining hotels, we have made considerable cost savings with our energy, water and waste management bills all reducing, Penny Clark says. In addition over the past years an increasing number of our corporate clients have been asking for our environmental policy in their annual contracting process, which has given us a significant competitive edge. So it is a mix of corporate citizenship and business reasons to be involved in Green Globe. Staff are being encouraged to buy into the Green Globe commitment by being kept informed of progress through its induction manuals and update newsletters and by running initiatives such as an inhouse competition for the best Green Globe idea. n

Above Carbon offset programmes such as tree planting arent the only option to achieve environmental sustainability.

TOURISM NEWS OCTOBER 07 17

Photo Getty Images

trAvel trends

Voluntourism making holidays count

An indulgent holiday soaking up the sun on a beach just isnt enough for some. A new breed of traveller wants to make their holidays count and NewZealand is well equipped to ll the niche.
Termed Voluntourism, this travel with a purpose holiday is a new take on the Volunteer Service Abroad concept and sees people paying sometimes quite considerable sums to spend their holiday working on community and environmental projects around the world. Earlier this year a poll by global travel business Travelocity found that 11percent of respondents planned to volunteer during their vacations this year a 5percent increase on the previous year. Late in 2006, the Travel Industry Association of America released the results of a survey in which 24percent of travellers said they were currently interested in taking a volunteer or service-based vacation. While the focus of many voluntourism expeditions is in third world countries, NewZealand is gaining popularity. This is particularly noticeable in the UK where several voluntourism operators have just added NewZealand to their options. One of these is i-to-i, which included this country after a survey of the destinations their travellers would most like to visit ranked NewZealand in the top three. Since December it has been offering two-week packages ($1,115 including meals and hostel type accommodation) involving work in conservation projects in the Auckland region. Jo Little, Press Officer, says the response is encouraging. We only launched our projects in December and had our first departures in February. Its still a very new destination for us but we have had a steady stream of volunteers so far with bookings picking up for later in the year. Jo Little says that the company plans to expand its NewZealand offerings in the near future and believes the country has much to offer in the form of voluntourism. Its a stunning environment to work in, which is a huge draw for people interested in conservation work. Its also a very safe destination to visit in comparison with other destinations which need volunteers, so its ideal for someone wanting to dip their toe in and experience volunteering in a more comfortable setting before tackling a more challenging destination such as Africa or Latin America. The company has been offering volunteer travel options since 2000 and has customers ranging from 18-year-olds to career breakers and retirees mainly from the UK, the US, Australia and Ireland. Another company making a new foray into NewZealand is Hands Up Holidays. Kiwi founder and Managing Director Christopher Hill launched the company in March of last year and added two NewZealand options in the last four months. With a philosophy of making it easy for travellers to get a taste of volunteering while on holiday, the companys packages generally include four-star accommodation and additional sightseeing experiences. Its Southern Encounter, for example, is priced at $4,800 for two weeks and includes environmental conservation work in the Catlins plus visits to the Albatross Penguin colonies, Queenstown and Doubtful Sound, as well as scenic flights, hiking and jet boating. While it is very early days in terms of bookings, Christopher Hill is confident that the country will prove to be a popular destination with his clients. NewZealand is well placed due to its excellence in service and standards of accommodation, its stunning beauty, activities and, crucially, the strength of the Mori culture. The company has plans to introduce a tour with a strong Mori cultural component. Reflecting the higher price tag, Hands Up Holidays customers are generally young professionals (aged 25-38) and the young at heart (aged 50-65) and come predominantly from the UK followed by
Photo Getty Images

NewZealand, the US and Australia. Barry Eddington, Tourism NewZealands Regional Manager UK and Europe, says

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voluntourism gives travellers concerned about sustainability the opportunity to contribute positively to the destination. Carbon miles, social responsibility, and the environment are key issues for consumers in the northern hemisphere. Consumers must decide that their visit to NewZealand is worth the cost, time, and carbon emissions required. Carbon offsetting is one option, but many travellers feel that voluntourism gives them the chance to really give something back to the local
Photo Tararu Valley Sanctuary

environment and community. Barry Eddington says that European consumers are searching for experiences rather than just destinations. Voluntourism projects can provide the opportunity for visitors to have a real Kiwi experience with local people something that may have a real impact on their lives and the lives of others. He warns that it is vital that any voluntourism projects are operated with the highest levels of quality and integrity. The types of travellers who volunteer are educated and politically aware, so they will quickly identify and reject any projects where the only benefit is to the operator, he says. Meanwhile, back in NewZealand, organisations involved in providing work experiences for volunteers are thriving. The 25-year-old Conservation Volunteers Australia launched a NewZealand operation in November. Based on the same model, Conservation Volunteers NewZealand (CVN) works with international booking agents such as i-to-i, and on the ground in NewZealand involves teams of volunteers in existing conservation projects. The notfor-profit organisation also works with corporate sponsors to support its efforts. Martin Pepperell, General Manager, says interest has exceeded expectations. We started with one team and almost immediately went to two teams. We have been running two teams since then, so it means that on average we have had two teams of seven people week in and week out going continually since January, he says. Volunteers pay around $40 a night for food and accommodation and are currently involved in work in the upper North Island such as building and maintaining tracks, conducting weed surveys, and monitoring endangered species. They are mainly pre and post university gap year students plus a few 30-plus professionals from the UK, the US, Hong Kong, Korea, Japan and Germany. Martin Pepperell says feedback has been excellent with volunteers enjoying the work, the environment, the social camaraderie and the chance to see places we would never have gone to and learnt things we never would have learnt. One of the projects CVN works with is the Waipoua Forest Trust, which has been hosting volunteers for the last seven years. In that time Stephen King, Restoration Ecologist for the Trust, says that there has been a noticeable move from WWOOFers (Willing Workers on Organic Farms) to European agriculture/conservation students who stay anything from two weeks to 10 months (at a cost of $50 per week). They experience hands-on conservation, the value of community initiative, the power
Above Volunteer workers spend their holiday preserving NewZealands environment.

of individual citizens, Mori values and biosecurity threats, he says. On the Coromandel, Tararu Valley Sanctuary has been running a volunteer programme for eight years. In that time Jon Traylen, Volunteer Manager, says they have hosted hundreds of volunteers mainly from Europe and North America and even a Slovakian couple who chose eight weeks at the Sanctuary as a honeymoon trip. The Sanctuary combines work on projects as diverse as habitat building, sustainable production and rainforest restoration with adventure recreation days which include everything from kayaking and rock climbing to yoga and meditation and all for a koha to cover costs. Those who offer volunteer work are unanimous in their belief that the experience benefits not only the environment but also everyone involved. Stephen King says he has had volunteers leave Waipoua Forest Trust projects in tears knowing they will never have another chance to return to such a paradise. Others have found the experience has helped them get jobs back home while some have even returned a second time just to touch base and see how their trees are growing. n

TOURISM NEWS OCTOBER 07 19

mediA

International Media Programme

In this issue we bring you examples of how the International Media Programme is breaking ground in the new media environment.

China World Traveller Magazine (above)

With the 100%Pure natural environment and unique rain forest along the banks, this rafting experience was full of twists and climaxes. The last rule about bungy is no rule. Just give full rein to your imagination, throw yourself into the game, and fully enjoy the short and thrilling feeling. Circulation: 250,000 nationwide per month

Bruce Elder blog on www.smh.com.au (below)

Te Matatini is an annual Kapa Haka Festival of enormous power, beauty and intensity I stood, with tears streaming down my face, literally overcome by the sheer beauty of forty unaccompanied voices. Page Impressions: 192,809 Unique Browsers: 89,356 Source: Fairfax Digital

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UK BBC Holiday (above)

The glaciers and icebergs are probably easy to imagine being somewhere in Alaska or Antarctica, but, believe me, this experience is very very kiwi. Audience: 5 7 million

gonomad.com (below)
It is said that nothing arouses the passion of NewZealanders like the haka, a Mori traditional dance, as the beloved All Blacks rugby team go through their pre-game challenge. Nothing chills like the spine-tingling emotion upon hearing a karakia (prayer). Total Visitors: 1,104,428 Google Page Rank: #6, 135,000 unique visitors per month Total Hits: 25,540,463

TOURISM NEWS OCTOBER 07 21

Aoraki, Mount Cook National Park.

Flowering in late spring, the Mount Cook Lily is one of 415 mountain plants that are unique to the South Islands magnicent Mount Cook region. Start your awe-inspiring adventure at