Aussie's shown Ruapehu as a 'slice of heaven'
Marketing representatives from Ruapehu, Lake Taupo, Waikato and Napier have recently returned from a tourism road-show jointly sponsored by the New Zealand Tourism Board (NZTB). The Road-show forms a vital part of the NZTB marketing campaign in Australia promoting New Zealand as 'A Real Slice Of Heaven'. The four regions combined their efforts to promote the Central North Island or 'Heartland New Zealand' as an alternative option to New Zealand's traditional tourist route.
The initiative targets repeat visitors with a product packaged by Travel/Marvel, an Australian wholesaler. The road-show has travelled to a number of key locations in Queensland including Townsville, Rockhampton, Toowoomba, Brisbane and the Gold Coast. The promotion will continue over the next two weeks to Newcastle, Sydney, Canberra and Melboume. Ruapehu District Council marketing manager Bruce Rollinson
said the response at both the consumer and trade shows exceeded NZTB expectations and the response to the 'Heartland New Zealand' packaged product was promising. It is the Council's first foray into the overseas market, said Mr Rollinson. He said networking with neighbouring regions provided a complete destination package with promotional costs being shared. Mr Rollinson said although some regions from New Zealand had combined their efforts before, it was the first time that a
saleable product had been put together with a full itinerary, flexible travel options and detailed prices. 'Heartland New Zealand' also qualified for joint venture funding from the NZTB who funded half the $60,000 in promotional and advertising material as well as other associated costs. Mr Rollinson said that Australian visitors are presently a substantial market for the region and New Zealand. The objective of the three-year exercise will be to increase
the total available market and increase that share
visiting the Ruapehu region.
Permanent link to this item
Hononga pūmau ki tēnei tūemi
https://paperspast.natlib.govt.nz/newspapers/RUBUL19930831.2.15
Bibliographic details
Ngā taipitopito pukapuka
Ruapehu Bulletin, Volume 11, Issue 501, 31 August 1993, Page 3
Word count
Tapeke kupu
296Aussie's shown Ruapehu as a 'slice of heaven' Ruapehu Bulletin, Volume 11, Issue 501, 31 August 1993, Page 3
Using this item
Te whakamahi i tēnei tūemi
Ruapehu Media Ltd is the copyright owner for the Ruapehu Bulletin. You can reproduce in-copyright material from this newspaper for non-commercial use under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International licence (CC BY-NC-SA 4.0). This newspaper is not available for commercial use without the consent of Ruapehu Media Ltd. For advice on reproduction of out-of-copyright material from this newspaper, please refer to the Copyright guide.
Log in