Ruapehu boring?

Ruapehu Bulletin, Volume 12, Issue 573, 14 February 1995, Page 4

Ruapehu boring?

It is good to see that finally someone is doing some investigations into the Australian market for over-

seas tourists to the Ruapehu region in the '90s. Please don't get me wrong, I do not wish to see the region destroyed by too much commercialism. After all, after living in Ohakune for an average four and a half months a year for 10 years I found the serenity of living in such a godgifted land was wonderful to the soul and heart. Since Turoa Holdings' takeover in 1990, as recent as 1 994, Turoa' spolicy was to concentrate on its local, Auckland and Wellington markets for skiers more so than advertising overseas. There was some advertising done in the mid ' 80s not only by Turoa' s then management at the Sydney and Melboume ski shows but also by Track Video N.Z. Ltd. Track Video encouraged Tony Wright in 1985

to appear on National TV, Australia's top morning current breakfast show "Good Moming Australia", with the aim of dispensing with the attitude that Australians have towards North Island skiing, thinking that "North" means no snow. In fact North Island skiing is equivalent to latitude 39.5 degrees south of the equator (equivalent to the middle of Australia's Bass Strait). And again we went out promoting the Ruapehu area in 1 987 with 5x5 mins over five days' segments on not only skiing but other activities within the region on yet again Good Moming Australia. Channel 10 again came good with segments to air of couples from the top rating "sexy" game 'Perfect Male' having chaperone skiing holidays to Turoa as prizes. So it is good to hear that research is being carried out in the '90's. But to what level is anything being done for all the tomorrows to come? The present Ruapehu region marketing is not reaching the Australian public— here in Sydney at least — where some 3-4 million people live. Obviously for one who is proud of being partly a kiwi resident (God help me if I talk like one ! ) I am shocked, horrified, disillusioned, up in arms, and cheesed off to find out that researching adventure in New Zealand here in Sydney from six travel agents, I was given brochures on South Island tours or holidays. It's like doing a geography test on New Zealand and leaving off the North Island. Video takes one to all walks of life and I can tell you honestly that for the Sydney market your region of Ruapehu is a non-event in our Sydney eyes, not because it is "unsexy" but because travel agents have not been given enough info. The lack of education is more that apparent. The New Zealand Tourist Bureau here in Sydney does provide an informative information service at their office on the Ruapehu ski fields, but seems to fall down in the system somewhere when Teaching travel

agents in Sydney. In March 1994 'Track Video Tours" (TVT) approached Mt Cook Lines on Track Video Tours to the Ruapehu region. TVT parcelled up from activity companies their own tours and brought in Mt Cook to see if they were interested. Obviously hence the interest from Mount Cook. Turoa and Whakapapa do advertise at the ski show here in Sydney (Turoa to a less extent). Ski field photos and pamphlets are there, but I've seen very little emphasis on direct saies. It basically is left for you to pick up a Ruapehu brochure. Over the past two years Whakapapa is dominant with advertising (Turoa once again to a less extent) in the Sunday Herald and Sunday Telegraph. So there you have it — I can't believe that even in the '90s when Ruapehu ski fields have been blessed with heaps of snow that Australians find "Ruapehu boring". TVT intends to put it straight for the record on video, as we have done for over 1 2 years. We intend to be there this year with our Aussies. Ohakune, stand up and be heard for those who want it. For those that don't well that's fine also, as that is what makes The Big "O" so special. Become a Queenstown with a difference, not as big but in that friendly smile of being genuine. I found it in the 80' s. My closest and warmest friends are Maoris and Pakehas I found over the years. I didn't have to go far to find this 'special' hospitality in N.Z. It's a little town in the middle of the North Island called Ohakune — it's a wonderful place.

Adams Sydney

William

'Video Bill'