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APPENDICES.

APPENDIX A. (EXTRACTS FROM REPORTS OP CONTROLLING OFPICERS.) The Trade and Tourist Commissioner in Canada and the Eastern United States. The Trade and Tourist Commissioner reports tliat the year under review was a memorable one in that, for the first time on record, an extensive national advertising campaign was undertaken both in the United States and Canada. A limited appropriation for Canada was made available in 1936-37, but conditions in the United States, notably the prevalence of a long-drawn-out shipping-strike on the Pacific Coast, spoilt an opportunity of launching the initial publicity effort authorized by the Department, and postponement was necessary until this year. In a review of the efforts made during the past few years to encourage travel to New Zealand from North America, the Commissioner points out that prior to 1930 there was no real official representation in that territory and that no organized or planned organization existed in the United States of America or Canada for the distribution of tourist or sporting literature ; nor were there any expert officials available to give up-to-date and dependable information regarding New Zealand, although important contacts had been made by the Department with leading travel agencies in both countries. These defects have now been remedied, and during the past six years constructive work has been undertaken and accomplished in regard to educating travel agencies as to New Zealand's charm of scenery and sporting attractions, the supply of publications has been regularized, and travel firms contacted, the management of which have been called upon by the Commissioner personally and given all essential details for the conduct of travel business with New Zealand. By the end of 1934 New Zealand had gained high esteem among the principal tourist offices, and its publicity methods and material were regarded as outstanding. When the economic conditions continued to show improvement, the organizing work was further extended : selected lecturers were encouraged to give addresses, covering practically all the States of America and the Canadian provinces ; well-written articles began to appear in the press, and the number of newspaper references grew to surprising proportions. The shipping companies commenced a more extensive advertising campaign, and the combined expenditure must have aggregated over 350,000 dollars annually, much of the space taken specifically mentioning New Zealand. Film, lantern slides, and window-display material, prepared in New Zealand, were also in active use and did much in this period of better times to publicize New Zealand. For the twelve-month period ending 31st March, 1936, further constructive progress was made. The effect of the establishment of the Los Angeles office was felt, the steamer bookings again showed improvement, and a successful campaign was launched to secure winter bookings of students and teachers for New Zealand by advertising in educational journals. Organized tour parties for New Zealand began to claim the interest of some of the leading travel offices, but, unfortunately, two disturbing factors arose —viz., the withdrawal of the Union Steam Ship Co.'s liners from the San Francisco - Wellington service, and later the strike of seamen on the Pacific Coast, preventing sailings altogether of the Matson steamers for over three months, at the height of the New Zealand season. There was ample evidence at this time that the foundation work for tourist promotion had been effectively laid and that the travel agencies were paying tribute to the services rendered by the Department. File folders containing all requisite information for the staff of travel firms were prepared and issued and pioneered a long-felt want. These folders contained well-selected itineraries covering both Islands, giving data as to Pacific sailings and cost, and invited co-operation with the Department's offices at Los Angeles and Toronto. This folder was both novel and useful, and the " compliment " was paid by other tourist-competing countries quickly adopting and providing a like service. By this time participation in exhibitions had also been extended, and the New Zealand Government s large-scale displays made in such centres as Montreal and Toronto attracted thousands of visitors daily. The publicity work at the end of 1937, and for the first four months of 1938 now in progress, has yet to be finally recorded. Authorization for a national advertising campaign was given, and as a result the coverage will be the most complete yet undertaken in Canada and the United States. The advertisements now appearing in leading magazines cater to the most wealthy and intelligent classes of the United States, and have been pronounced by travel firms as being of the highest standards —faithful in drawing, design, and appealing as to script and captions. The periodical use of 230 " air " stations in all the main centres of the United States of America forms part of the publicity plan, and the first broadcasts were given at the end of November, and by December will reach over twenty million listeners-in. Further careful distribution of folders and publications has been secured under a contract made with the " Ask Mr. Foster " service. Experience has shown, too, the most fruitful locations from which tourists may be drawn, and these cities are being given special attention —such as frequent personal calls on agents, well-selected window displays, more advertising, and wider lecturing activity. That these publicity services and contacts must be maintained is both necessary and essential in these competitive days. The past year has placed New Zealand in a more favourable position in the travel world, due to rumours of impending strife affecting the Mediterranean zone and the conduct of war in China,