Ruapehu summer holidays promoted

Ruapehu Bulletin, Volume 10, Issue 456, 6 October 1992, Page 1

Ruapehu summer holidays promoted

A Summer Ruapehu marketing campaign is currently being co-ordi-nated by the Ruapehu District Council's marketing manager Bruce Rollinson. The campaign aims to build on the strength of the Ski Ruapehu marketing campaign which is co-ordinated by the two skifields. The experience of the Ski Ruapehu campaign will be used to develop a marketing programme that will provide the best use of marketing resources, said Mr Rollinson. Stage one of the campaign has already been completed with the production of 60,000 colour flyers which were distributed throughout the district during the August school holidays. This flyer invited visitors to consider returning to the district this summer. The objective of the summer campaign is to provide a three-day summer holiday package. A specific marketing action plan and accompanying budgets will be presented to a meeting of district operators at the Grand Chateau on 13 October, where the specifics of the campaign will be discussed and finalised, said Mr Rollinson. The launch of the campaign will commence in the first week of November and run into early December. A Summer Ruapehu

brochure will be used as the main promotional tool but Mr Rollinson stresses that the campaign is much more than just producing a brochure. He said he is presently looking at the costs of other forms of promotion to complement the brochure, including advertising in magazines, newspapers, radio, the attendance to industry shows in key markets and the establishment of an effective distribution network. This network would probably include Auckland airport which charges for the display of brochures. "This overall package will provide excellent value for money for the operators in the district," said Mr Rollinson, "and at a time of the year when this district needs promotion to ensure the effective use of facilities which have traditionally catered for the ski season." "Once we can get a summer campaign off the ground this year the momentum will be there to continue this campaign in subsequent years." The Ruapehu District Council is financially committed to the campaign and operators wishing to be included are being asked to contribute $500 for the complete promotion package.