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2001 Conference - Rotorua
Turning Northland Tourism
Around with Branding and Imagery
Brian Roberts
CEO, Destination Northland Ltd
 Contents
The Problem - Mid 1990s
- Declining market share
- No clear brand or positioning
- Lack of regional development
- RTO insufficient resources
The Challenges
- Only region north of New Zealand's major international gateway
- Not on the blue ribbon route
- Declining international length of stay
- Region 450km long - 12,600km2
- Population base only 150 000
- Few large tourism players
- Better funded competition
What Happened?
- 1996 New Zealand's first Tourism Strategic Plan
- 1997 New RTO formed
- Limited Liability Company
- Increased funding but still below competitors
- First priority to develop the brand and marketing material
Identity, Points of Difference and
Strengths
- Heritage and Culture
- Maritime and natural assets
- Sub-tropical climate
- Sealing of Waipoua Forest
Setting NEW Benchmark Levels
Image, quality and impact had to counter quantity of dollars
Brand Development
- Had to sell the "Destination"
- Targeted to International
- Begin your New Zealand journey in Northland
- Had to be clear and motivating
- Twin Coast
- Discovery
- Highway
- Targeted International and Domestic
- Customer driven - loop
New Marketing Material
Results
- Market share growth 1999-2001 in all target markets
- Auckland +3%
- North Island +5%
- Australia +26%
- USA +30%
- UK-Europe +2%
- International visitor arrivals 1999-2001 +10%
- Highest funding ratio in New Zealand
- Public sector $1.00
- Private sector $1.48
- 2001-2001 Tourism Awards
- Runner-up to the Supreme Winner
The Future
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