Posts tagged ‘destination marketing’


This week it’s the Sports Illustrated Swimsuit models; what’s next for our destination marketing?

09.02.2014

In Lucire’s publication history, more Americans than New Zealanders have read from the title. Online, that was always the case, as we started off in 1997 with a 70 per cent US readership, which has dropped to around 42 per cent with other countries catching up with web browsing over the last 16 years.
   Who knew, then, that Kiwis would come en masse over the last day and a bit to have a gander at our behind-the-scenes story on Air New Zealand’s next safety video?
   And all it took were five swimwear models from the Sports Illustrated Swimsuit Issue. None of whom are actually New Zealanders (four American, one Australian), though former Miss South Pacific Joyana Meyer, who is based locally, does make an appearance.
   I can see the irony: Kiwis browsing a Kiwi site reading about a Kiwi airline. Yes, it is strange, considering we are quite happy reading Australian newspapers and German magazines. We are proud, however, of our national carrier.
   I can also see the second irony, in that the video itself has foreigners in the main roles.
   However, 70 million SI readers now alerted to the Cook Islands, New Zealand and Air New Zealand without reliance on ‘Who Shot J. R. R.?’ marks a new change, and that might not be a bad thing for the maturing of tourist marketing.
   I know, we are falling back on babes and beaches, but I’ve never been convinced about the 100 Per Cent Pure campaign. While Sir Peter Jackson put us on the map thanks to his own love of our nation, I wonder if there may be fatigue in the association. What is the life cycle of such campaigns, typically?
   I could be completely wrong on both but it was a dozen years since I was in Scandinavia talking to excited Swedes about our country in the wake of the first Lord of the Rings film.
   Post-Conchords maybe it is time to show another side of us. You know I will keep championing Kiwi creativity and intellectual capital because I still believe these set us apart. Sports Illustrated doesn’t express that, but the fact that our national carrier is happy to co-brand with an iconic US title at least puts us on an internationally recognizable level. And it shows some decent, globally minded lateral thinking on behalf of the brand managers at Air New Zealand. I’m also encouraged that Air New Zealand’s new CEO, Christopher Luxon, is a brand guy with MNC experience because he’ll understand the need for differentiation on a global stage. It’s a stepping stone that we can take advantage of.
   The question to engage our brains next are: how else can we get our best brands out there? Are there more collaborations that are possible? Or are there ways we can find leverage to go it alone?

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Bridging the Rimutaka divide: Wellington needs Wairarapa

26.04.2013

In an interview today, the subject of regional reform and amalgamation came up. There’s quite a good site already seeking feedback on the process, and I’ve taken part in a 2012 forum on the subject as well.
   In 2010, the mood in Wellington, based on those I met in the campaign, seemed to be set against amalgamation. There were some suspicions, and I have to say I was among them: I could not understand how a Herald headline could proclaim it was going ahead when the article beneath simply stated that the Royal Commission had recommended the “super-city” as one of its options.
   But, as John Shewan told me before his retirement from Price Waterhouse Coopers, Auckland has found some real savings through amalgamation, wearing an apolitical accountant’s hat in his analysis.
   In the 2012 forum, the opposition to merger seemed weaker. There were many who were concerned at the loss of representation—we had been taught that flat management structures are more efficient, and this seemed to go against that instinct. However, some felt that amalgamation made sense—but of those, the Wairarapa seemed to be another world, and that maybe we should let them do their own thing.
   I have been wondering about the opposition to the Wairarapa being part of a larger Wellington. I know people there, and they don’t think much of grabbing train ride south to head into town. It’s less of an obstacle to come here than to, say, Napier, which is where some of the people at the 2012 forum felt it had a closer kinship to. In the times I’ve been north of the Rimutaka divide and talked to locals, I can’t say they feel that.
   The concern among those in Wellington might be driven by geography. That’s not an easy road to drive. I’ve seen Shaker Run. And does that mentally stop us from embracing the Wairarapa as readily as we should? Sure, we love those Martinborough wines, but isn’t it such a trek?
   Yet when you look on a map, Lake Ferry, which you can only get to via the Wairarapa, is far closer to us than anywhere else. Good luck telling a foreign visitor—or even an investor—that that’s not part of our region. And when I think of Martinborough and Wellington, I can’t help but draw a parallel with Napa and Sonoma, and San Francisco. It just seems a natural fit when it comes to marketing a region, and that if we’re saying that Wellington loves diversity, then is it so hard to accept a rural component right next door to us?
   But here’s why my thinking is really leaning toward inclusiveness: New Zealand’s industry is still largely primary products-based. People like me can talk all we like about growing our technological and creative sectors, and that is still something to aim for. We still need to do it. However, it won’t happen overnight. Right now, and even for the next generation, we’d be mugs to discount the Wairarapa’s rural base because that’s an important part of our economy. We also need to consider the land out there, too, and help make use of it effectively at a macroeconomic level. If people want reform, and if that includes merging councils, then I think we’d be poorer without the Wairarapa as part of Wellington.
   Our GDP, as it is, isn’t great: in fact, The Dominion Post revealed earlier this week that Wellington city’s GDP is flat. I did predict this in 2010 and said that we needed to nurture businesses properly.
   Is it, then, a change of mindset that we need? We can already see how the Bay Area in California is marketed: there are bridges to take those from the City northward to Napa and Sonoma. We have a less than ideal road and a rail link, both of which are being improved. With more Wellingtonians focusing on the work–life balance and enjoying everything from Toast to the air shows, those old “them and us” attitudes seem to be waning anyway. Maybe it’ll just take a different type of marketing to feel closer to our Wairarapa cousins?
   At the end of the day, it should be up to the people to decide. However, if we are to do so, then we must have all the facts. Right now, I’m not alone with these thoughts: this website outlines even more reasons the Wairarapa should stay with Wellington. And the Palmer report noted last year, ‘We believe Wairarapa to be an important part of the Wellington region and that its future prosperity would be adversely affected were it cut off from the region.’ I’d be happy to host a discussion—either here, on my Facebook group where your thoughts are welcome in refining my mayoral campaign manifesto on this website, or, if schedules allow, offline.

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Posted in branding, business, culture, leadership, media, New Zealand, politics, Wellington | 1 Comment »