Complete agenda for October 2009 Council Meeting (pdf, 1610KB)

Northland Regional Council - 21 October 2009 Page 73 Item 11StrategiesWe will achieve our long term goals through the following strategies:• Take the lead in pro-active marketing to our preferred markets• Being innovative in the use of web based marketing and technology• Building and fostering a strong partnership with our stakeholders• Maximising strong strategic partnerships• Ensuring our direction and strategies are based on best available researchMACRO OBJECTIVESThese are collective Northland visitor industry targets. DNL contributes to thesehowever no single business or organisation can be held directly responsible1. To grow Northland’s market share of visitor nights from 5.15% to 5.30%(Source Commercial Accommodation Monitor).2. To grow visitor expenditure by 3%3. To grow the shoulder season by 4% to 600,000 visitor nights incommercial accommodation (CAM)4. To increase the percentage of Northland international visitor nights fromcurrent figure of 27% to 30%ORGANISATIONAL OBJECTIVES5. To maintain the existing funding base of $960,000 from the private sectorfor co-operative joint marketing with Destination Northland6. Northlandnz.com is the leading site for the promotion of Northland andacts as a portal for those interested in the region as a place to work, liveand play7. To increase the visitor numbers from Australia by 5% over 2008/09 forparticipants in the Australian Trade Marketing Group8. To increase the percentage of Northland international visitor nights fromcurrent figure of 27% to 30%9. To ensure Northland has maximum product exposure with the Official