Newsletter : Winter 2009
brought to you by New Zealand Tourism Guide www.tourism.net.nz
In this winter newsletter:
NZTG Comment
by Garry Bond, New Zealand Tourism Guide
What a swine. The swine flu seems to be having a dampening effect on tourism numbers and according to recent comments from Prime Minister John Key, there was no getting away from the fact that swine flu risks damaging our tourism industry in the short term. The numbers visiting this country seem to bear this out with Korea, Japan, China, Britain and the US down in visitor numbers over the last month or so.
So is there any light at the end of the tunnel? Well we aren't alone when it comes to swine flu. About 90 other countries also have the flu including many of our traditional rivals who tout for travellers. The visitor numbers to those countries will also be down. Do you remember SARS? It was a similar pattern (even though we didn't have any cases). People stayed at home for a while, but when it lifted, New Zealand was one of the first countries to bounce back quickly. So here's a challenge for the country. If New Zealand can band together, contain, control and minimise the number of cases, with a bit of luck and good management, we can gain an upper hand when the all clear is given.
The other thing to remember is that tourism isn't a short term industry. It's been here for a long time and is always going to be a major revenue generator for businesses and the country as a whole.
To balance the lower numbers of visitors from afar, smart marketing closer to home has seen Australians recognise that the Land of the Long White Cloud is quite appealing even in tighter economic times. Competitive airfares, good seat capacity and favourable exchange rates have made New Zealand attractive to visit... and sometimes living down under has its advantages – there's snow!
Viral Marketing
In the busy world of Web sites, your Web site must possess creativity and popularity to be able to take the lead against its competitors. With so many Web sites actively trying to attract visitors the rivalry is tough. It doesn't matter whether you promote the best products or services, what matters most is that majority of the users know your Web site exists.
Nowadays, a lot of popularity techniques have emerged to boost a sites ranking. A very effective method is viral marketing. The word viral doesn't mean that you have to spread a computer virus via your business but it's more to do with spreading the word.
Viral Marketing
Also sometimes known as viral advertising, viral marketing is a type of marketing designed to build public awareness of a person's products, services or company. To be able to reach out to the public, it uses various forms of media without having to promote a product by putting something that could distract a person's interest in the product or service.
The most common mediums to promote rather than distract include an entertaining video, a cool flash game, an amusing story or a great competition. These will have the tendency to be passed on to more people along with the company's logo or the description of its products. Indeed, this technique has become one of the most popular ways of marketing and promoting products and services because it can easily spread popularity at a relatively small price.
Another advantage of using this technique is that it can't be considered as spamming because the sender is registered as someone known by the receiver. To gain popularity within a short period of time, some companies even provide incentives to individuals who wish to help in spreading their products. Viral advertising is primarily made through emails, blogs, text messaging, instant messaging and social networking sites such as MySpace, Digg, Facebook, Twitter etc.
Campaign response in the marketplace is usually fast (provided you have a good viral campaign) and the low cost make it an excellent form of advertising. A viral message added to contests, games, images, movie clips and other forms of media could create wide awareness from people around the world.
Using Viral Marketing to it's Advantage
Using this type of advertising means you can use it to your benefit by adding creativity and imagination in announcing you and your products' existence. You should provide some form of advantage in your message or a really fun element to promote your products or services. Aside from the fact that viral marketing is cheaper than any other methods of advertising, you also don't need not become an expert in the field of online advertising to be able to successfully boost your Web site or products' popularity.
A lot of companies have already decided that viral marketing has become one of their most powerful tools in introducing the existence of their products. An example is Hotmail. It used this form of marketing and its popularity is testiment to its success.
Search Google for viral marketing ideas. There's bound to be plenty to spark your imagination. NZTG uses viral marketing from time to time. Here's an example of a Xmas card game that people can email to others after they play it.
GPS Tourism Guide
Do you know much about the GPS Tourism Guide device in rental cars and campervans? Using GPS technology, the device tells mainly international travellers about the area they are driving up to, or through while drawing their attention to prominent landmarks and highlights.
The device transmits through the car stereo and plays pre-programmed music and entertainment.
With 1000's of these devices available free of charge to travellers who rent a vehicle (e.g. Apollo, Go Rentals, Avis, Spaceships etc), there is an opportunity for businesses to target a captive audience (driver and passengers) with a 30 second commercial whenever the vehicle approaches the business, or is within it's vicinity (various options available).
Three main types of commercials are available depending on your location and what you wish to achieve. Each commercial is 30 seconds long and is recorded professionally. The contract period is for 12 months from the time the commercial is loaded. A one off commercial production cost is applicable which includes copywriting, studio time, recording and professional voiceover.
Intellipoint
- Your message is broadcast every time listeners drive directly towards/past your business
- Ideal if you want to broadcast information, say 1 km either side of your business Highly targeted and a unique effective way to capture your customer at the entrance of your business
- Large quantity of intellipoint GPS positions available (where possible the GPS triggering point is positioned to meet your requirements)
Example: Coming up is Robbie's Bar and Restaurant .... open 7 days ... quench your thirst or stop in for delicious food ....
Local Area
- Your message is broadcast as the listeners drive into/through your local area
- Ideal if you need to inform the traveller before they get close to your business or if you want to expose the traveller to a broader message (message can start playing on the outskirts or within the local area rather than immediately outside or close to your business)
- Great exposure as there are only a limited amount of commercials per local area and your business or message will be in the minds of listeners prior to getting near your business
- 150 designated local areas
Example: As a vehicle enters Taupo area, listeners are told about trout fishing and your trout fishing and day cruise business is heard.
Nationwide
- Your message is broadcast to all listeners in New Zealand between local areas
- Ideal if you have a nationwide message (i.e. a chain of hotels or shops)
Example: As the listeners enjoy their driving experience, they are reminded to shop at Regency Duty Free before they fly out of the country
If you'd like more information about this product email or call us on 0800-146-549
Product Focus – Tiles
NEW PRODUCT: Tile Spots
Already very popular, these tile spots help increase your profile and can be bought for short or longer campaign time frames. Some spots are animated.
Limited availability on the highly visible left hand menu.
Option 1 : Category Spots
Buying a category spot will ensure you get coverage across all pages within that category. Categories are accommodation, attractions, business, dining, education, event planning, tours and transport. Great value at just $295 + GST per month.
Option 2 : Region Spots
Buying a region spot will ensure you get coverage across pages within that region. Ideal if you want to be seen by people searching via region rather than by category. Some regions have additional coverage in driving route sections. Just $95 + GST per month.
Note: Some spots have already been sold or booked so check out the area of interest by visiting www.tourism.net.nz. Alternatively contact us by email or phone 0800-146-549.
Tourism Roundup
News from New Zealand and around the World.
NEW ZEALAND
Hokitika Live on Australian TV
Hokitika will be broadcast live into Australian living rooms this week, as producers of the Aussie breakfast programme Today arrive in town more
'Party Central' for Rugby World Cup 2011
Prime Minister John Key announced that Auckland's Queens Wharf will become the epicentre of the 2011 Rugby World Cup, with the development of a large open air "party central" more
Backpackers Still Travelling
While many in the tourism sector are struggling to fill beds and seats, owners of backpacker hostels say they have seen numbers holding up well so far despite the global economic downturn more
TODAY "Can't Wait" to Visit New Zealand
The presenters of Australia's TODAY show are getting excited about their upcoming visit to New Zealand and the show's web site presenter Karl Stefanovic writes that he can't wait to get back to New Zealand to experience Queenstown in full 'Winter Festival' swing more
Thanks a Million Australia
The New Zealand tourism industry is saying a big "Thanks a Million" to Australian visitors to celebrate the record of welcoming a million Australians in a 12-month period more
WORLD NEWS
Australian Tourism Leaders Convene to Set Course for Recovery
Industry heavy-weights, government policy-makers, academics and tourism professionals will convene for a crucial round of talks at the annual Tourism Futures National Conference on the Gold Coast from 17 – 19 August more
China Capitalises on Earthquakes
China is capitalising on tourism to earthquake devastated Sichuan province. Tourists enjoy visiting the quake destroyed sites more
British tourists are ready to return to Mexico
Last month's outbreak of the H1N1 virus, which led to the cancellation of thousands of flights and holidays, saw bookings plummet by around 80 per cent, while hotel occupancy reached a record low more
Religious Tourism in Saudi Arabia grows 30%
The Elaf Group of Companies, a business organisation serving the Saudi Arabian travel, tourism and hotel industries, has announced that it has recently launched a major expansion initiative in the Saudi hotel sector, driven by a significant surge in religious tourism more
US Passenger Revenue fell 26%
The Air Transport Association of America (ATA), the industry trade organisation for the leading US airlines, reported that passenger revenue fell 26 percent in May 2009 versus the same month in 2008 – the seventh more
We welcome any feedback — send your comments to: news@tourism.net.nz
Regards,
The Team
Ph 0800 14 65 49
www.tourism.net.nz
New Zealand Tourism Guide Limited
Head Office: 179 Tuam Street, Christchurch