Industry Update - Marketing update and opportunities, Matariki Events and more
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Sachie's Kitchen
We are pleased to have partnered with Magnetic Pictures to secure an episode for The Coromandel in season two of Sachie's Kitchen. The show was filmed earlier this year and is due for release on the 25th June via Stuff, followed by other free to air channels both domestically and internationally later in the year.
Sachie’s Kitchen is an exciting cooking and travel series celebrating Japanese cuisine that will promote our reputation as a homegrown foodie destination.
Winter Activity
Winter promotion in Auckland, Waikato, Bay of Plenty and further afield is underway. We will showcase the merits of visiting during winter, to experience wellness, local cuisine, the arts and retail therapy.
There are plenty of cool events and workshops happening over winter. Matariki is a highlight and the Kūaotunu Dark Sky community are holding a special event to celebrate Matariki rising. Remember to share the invite via your own promotional channels, including friends and family!
Promotional activity across digital, print, bus-backs and billboards will remind people why Hauraki Coromandel is the perfect winter escape.
How to participate:
- Keep us posted on what’s happening in your towns and businesses
- Upload your events directly online https://www.thecoromandel.com/events/submit-an-event/
- List your business on www.thecoromandel.com and upload any deals or packages you have available. This can be done via register.newzealand.com or feel free to email megan@thecoromandel.com with any questions.
- Tag @thecoromandel #goodforyoursoul on social so we can see and share your content.
- You are welcome to share our content across your digital channels.
Social prize package:
Thanks to the accommodation operators who have offered accommodation for our winter social giveaway, if there are any activity providers keen to partner up please feel free to get in touch with Casey We will be offering a two-night stay, a local hamper and an experience.
New Zealand Tourism Awards 2024
The New Zealand Tourism Awards are an opportunity to celebrate excellence in our industry. These prestigious awards recognise the outstanding contributions of our tourism operators, serving as a beacon of inspiration for others in the industry to aspire to, and achieve greatness.
Richardsons Hauraki Coromandel Business Awards 2024
The Hauraki-Coromandel Business Awards recognize and celebrate excellence in business in the Hauraki and Coromandel districts. Applications have now opened for both business applications and public nominations for service to business and people's choice.
TNZ WeChat Pay Golden Week Campaign.
Tourism New Zealand will be partnering with WeChat Pay to encourage Chinese visitors to see and do more in New Zealand over the 2024 Golden Week (1 – 7 Oct 2024). Aligning nicely with off-peak timing, Golden week is the Chinese National festival comprising 7 public holiday days.
Tourism New Zealand is looking to support Qualmark operators to be able to leverage the WeChat Pay campaign activity by displaying a point of sale standee communicating WeChat Pay Lucky Sharing coupons and preferential exchange rate funded by WeChat Pay.
The only requirements for participating are:
- Be Qualmark accredited
- Have WeChat Pay functionality set up.
What will operators get from participating.
- Featured in the Tourism New Zealand WeChat Pay mini-programme – Chinese visitors can see from here who is participating in the campaign and that they will receive a better exchange rate and lucky sharing coupons if they visit and transact with these operators
- A standee from WeChat Pay to display at point of sale + seasonal specific header
- The standee communicates the “Lucky Sharing coupon” and the “preferential exchange rate” offer – these are both funded by WeChat Pay and are an evergreen benefit that will continue as long as the operator keeps the standee in store
- The seasonal specific header refers to Golden Week and acts to draw more attention to the standee for the duration of the first week of October
How to Participate.
To participate, operators need to be Qualmarked and have WeChat Pay functionality set up. Please complete the Submission Form Link by the 31st August.
Any questions please contact Penny, our Global Experience Marketing Manager, on Penelope.Ryan@tnz.govt.nz
Overview of The Coromandel Cure Campaign
"The Coromandel Cure" was delivered by Destination Hauraki Coromandel courtesy of Ministry of Business Innovation and Employment (MBIE) funds and on behalf of Thames-Coromandel and Hauraki District Councils as part of cyclone recovery efforts.
The Coromandel Cure campaign was designed to build confidence and awareness to counter perceptions around poor accessibility in the wake of January 2023 weather events. The domestic campaign reached beyond our shores, picked up by overseas media.
The Coromandel Cure achieved 50 media features with a reach of over 19 million and an estimated advertising value of over $215,000. This resulted in an estimated PR value of over $650,000.
The fact that The Coromandel was scientifically proven to be good for your soul has added to the brand legacy. We will continue to draw inspiration from this campaign in the future, such as 'side effects' from a 48 hour break. The Coromandel Cure will also feature in winter editions of Kia Ora, Uno, Lets Travel, Our NZ and Essentially New Zealand magazines.
A campaign overview is available here, with a highlight summary to come.
Explore – Tourism New Zealand Discount Programme
The Explore New Zealand Discount Programme is a pilot programme for Qualmark tourism businesses designed to support international travel trade visiting Aotearoa New Zealand on an independent trip.
The programme is available to over 100 approved travel sellers in North America, Australia, United Kingdom, Europe, South East Asia and Japan with the intent to extend the programme to more markets in the future.
It’s a great way to showcase your product to an audience who can attract more business.
International travel sellers are encouraged to visit Aotearoa outside of peak seasons. Typically between April and October.
If you are Qualmarked and would like more information about the programme contact Tourism New Zealand.
