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

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Northland Regional Council - 21 October 2009 Page 81 Item 11ActivitiesReview / update of the current Australian Trade Marketing Group(ATM Group) marketing planTimeframe: By 20 November 09Measure: review undertaken and new plan signed off by ATM groupIncrease membership of ATM GroupTimeframe: ongoingMeasure: increase membership by 10% (current membership is 24)Actively pitch to Tourism NZ in Australia and Australian mediaTimeframe: ongoingMeasure: increase Northland media exposure (distribution) in Australia by20% over 2008/09Develop consumer campaign for Australian marketTimeframe: Autumn 2010Measure:• Campaign introduced in Australia• Packages on www.northlandnz.com/australia with campaign code tomeasure web visits and bookings, target Autumn 2010 with 200 bookingsUK/EuropeThe UK is Northland’s largest long haul market, followed by Europe. Due tothe current economic crisis, visitor numbers are forecasted to be flat for the2009/2010 period. However given only one in five UK – Europe visitors cometo Northland the potential to grow market share and economic impact from thesource market is large.ActivitiesAuckland/Northland IMA (international Marketing Alliance) trade visit in theUK, the Netherlands and GermanyTimeframe: 20 – 29 July 2009Measure:• Increase brochure with variety product inclusions and regional spread intarget markets by having two extra non Bay of Islands operators• Number of visitsTarget industry contribution of $6000
Northland Regional Council - 21 October 2009 Page 82 Item 11North AmericaActivitiesContinue to partner with Tourism Auckland and Tourism NZ via theInternational Marketing Alliance (IMA)Timeframe: OngoingMeasure:• Northland Trade Guides to be distributed to 100 targeted agents• Number of visiting media from North America generating minimum 3million viewers/readersIndiaActivitiesAuckland/Northland IMA participation in Kiwi Link IndiaTimeframe: 7-16 SeptemberMeasure:• Tourism Auckland to represent the Northland region• Northland trade guides and visitor guides distributed to 15 Indian agents• Target and achieve four pages of brochure exposure in wholesalerprogramsChinaActivitiesIn partnership with industry commence an evaluation of the potential of thismarket for the futureTimeframe: Completed May 2010Measure: Market evaluation reportProduct DevelopmentThe 2008 Northland Visitor Strategy has identified a number of regionalopportunities to increase expenditure from visitors. The following specificitems have been selected for further development work during the 2009 -2010 year.
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CLIMATECHANGELOCAL GOVERNMENTLEADER
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Complete agenda for October 2009 Council Meeting (pdf, 1610KB)

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