Bounce back campaign launched

Ruapehu Bulletin, Volume 14, Issue 653, 10 September 1996, Page 3

Bounce back campaign launched

Just weeks after receiving government funding for the Bounce Back campaign, the first of the national television advertisements screened on Sunday night. Aimed at drawing people hack into the region following the loss of a normal ski season due to Mt Ruapehu's eruptions, the campaign focuses on the Ruapehu/Taupo regions - dubbed the "Adventure Plateau". The campaign includes two week's exposure on both TVNZ and TV3, press inserts in the New Zealand Herald, Dominion and other regional newspapers, a "call to action" 0800 number and information pack. The campaign will run again prior to the Christmas holidays. Ruapehu District Council marketing manager Bruce Rollinson says the campaign gives a strong message to

potential visitors to the region. "Ruapehu and the surrounding areas are a great place to visit and a fun destination for a holiday, despite Ruapehu' s recent eruptions," said Mr Rollinson. He said one of the biggest themes behind the campaign is that the region is helping itself get back on its feet - a motif that continues through to local tourism operators who have the opportunity to cash in on the campaign. Mr Rollinson said there are three ways local operators have been able to get involved in the campaign. Included in the information pack sent to potential visitors is a flier listing all the tourism businesses in the area - accommodation, sightseeing and activity operators and restaurants. This is a free promotional flier distributed by the Ruapehu and Taupo District Councils.

He said operators can also get involved by placing advertisements in the newspapers which carry the inserts. Campaign logos and advertisement shells can be provided to operators to piggy-back on the campaign images. Thirdly, operators can benefit by offering their own value-added packages either individually, or collectively with other operators to be promoted at visitor centres, said Mr Rollinson. Mr Rollinson said now that the Ruapehu and Taupo district councils, in partnership with the New Zealand government, have invested money creating a positive image for the district, it is up to local tourism operators to make the campaign work for them. Meanwhile, mayor , Weston Kirton said he is pleased with the way the neighbouring districts have come together in an attempt to combat the effects Mt Ruapehu ' s eruption has had on the area.