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

Northland Regional Council - 21 October 2009 Page 86 Item 11BRANDINGThe Northland New Zealand’s First Land brand is a vital cornerstone in thepromotion of the region.Tourism is seen as the lead sector for utilising the branding which aims tostrengthen the ‘First Region’ concept.ActivitiesUse brand for all Destination Northland collateral and activities and proactivelyencourage participation by industryMeasure:• Incorporated in all Destination Northland activity• Industry uptake by minimum 30%Strategic PartnershipsAs the base funding of Destination Northland is significantly less than many ofour competitor regions leveraging partnerships is good way to expand ourmarketing activities.The following partners have been identified for DNL to work closely with:Tourism AucklandActivities1. Continue to partner with Tourism AKL under the IMA arrangement forNorth America , India and Japan2. Finalise a Joint Venture partnership for Australian Packages3. Establish a Partnership arrangement to leverage off the 2011 RugbyWorld CupMeasure:1. Increase number on trade database2. Number of new packages and bookings3. Partnership finalised by November 2009