Ruapehu 'boring' to Australians

Ruapehu Bulletin, Volume 12, Issue 569, 17 January 1995, Page 12

Ruapehu 'boring' to Australians

Ruapehu is boring and "not sexy". That view, according to Ruapehu District marketing manager Bruce Rollinson, is how many Australians see this district in terms of holiday destinations. "They are looking for 'sexy' products (as the travel business describes them) - exotic destinations. We are boring quite frankly - that's how they perceive us." Mr Rollinson asked to make a presentation to district councillors last month, to keep them up to date with how the marketing of the district is being done and what progress has been made to change the district' s 'boring' image. The council has taken part in a campaign called "Heartland New Zealand" which promotes the central

North Island areas of Ruapehu, Taupo, Waikato and Hawkes Bay in Australia. Part of the campaign is to raise awareness of the areas among travel agents in Australia. He said because Ruapehu has a lot of adventure tourism opportunities, it fits well inthe 18-35 year adventure seekers market. Part of this campaign has seen the Mt Cook group involved. "This is something of a coup as it' s the first time Mt Cook has been active in the North Island." While the number of bookings through the campaign have so far been low, it was a pleasing start, he said, and larger numbers of free, independent (FIT) travellers were noted. Prices were comparable for Brisbane people to travel to Ruapehu or Victoria.

The Heartland campaign sees the district in good company, promoted along side the Bay of Islands and Queenstown. Also being worked on is a three-year marketing development strategy in South East Asia, particularly countries such as Malaysia where English is commonly spoken. He said this market was more 'soft adventure', where the customers want scenery. "They want to see and touch snow but don't want to ski." He said the South Island was heavily promoted there, particularly by the New Zealand Tourism Board "because they' ve been lobbying (the NZTB) for 3040 years." "We' ve got a lot of work to do." The Summer Ruapehu marketing campaign organised by the district' s marketing division, was supported by 23 of a possible 46 (approximately) summer tourism operators. Each had to contribute $500 to be part of the campaign which included production and distribution of a glossy eolour

brochure, plus advertising in national and local media. Mr Rollinson was asked when such marketing would lead to increased employment for local people rather than attracting people from outside the district. Councillor Bob Peck said college pupils should be made aware of the opportunities and be encouraged to take the appropriate training. M ayor Garrick Workman endorsed the view. He said

as a motellier, it was difficult at present to get local people who were adequately trained, for example chefs were almost always 'imported'. Also discussed was the importance of a quality tourist product. Mr Rollinson said operators needed to meet and exceed customer's expectations, with benefits being repeat business, less complaint costs, and the ability to set higher profit margins.