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

Northland Regional Council - 21 October 2009 Page 76 Item 11Domestic and EventsRegional Positioning:• In the eyes of the domestic visitor Northland is positioned as a desirabledestination• Emphasis is placed on the warm climate (where summer lasts longer) foodand wine experiences, nature/relaxation, and an opportunity to reconnectwith ‘New Zealand as it used to be’.• Regional promotion is linked to events wherever possible to provide anadditional enticement to travelMarket Description and Opportunities:• The domestic market is Northland’s largest single market.• The largest proportion of domestic visitors come from Auckland and theupper North Island• Domestic visitors help to address seasonality, and provide a greaterdistribution of visitors around the entire Northland region.• Average spend for domestic overnight visitors is around $80 per day• In 2007 the breakdown of domestic vs international visitors was 73%domestic and 27% international.Key Issues:• Traditional forms of media communication to the NZ Domestic market arenot producing the desired results for the required $ investments.• Using new forms of electronic marketing media as outlined in the WebMarketing section of the plan will be introduced to target the NZ Domesticmarket.Marketing Activities:Web MarketingCommence a series of targeted E-Marketing campaigns in partnership withIndustryTimeframe: Commence November 2009Measure:• Development of marketing plan by November• Set benchmark levelsMedia MarketingDevelop and maintain relationships with domestic media resulting in positivemedia exposure in a range of publicationsTimeframe: OngoingMeasure: Increase media exposure by 5% over previous year’s value of$354,523