p12 wtm nov14 12/11/08 18:23 Page 12
news wtm 2008 marketing
ttglive.com
World Travel Market • November 10-13 • ExCeL, London
Visitors
ONLINE PROMOTION.
About 47,000
people were
expected to attend
NZ films Brits for
the four-day show
ONLINE .
marketing videos
Argentina sets
Lee Hayhurst.
up new website
TOURISM New Zealand has unveiled phase two of
its “What do you say UK?” marketing campaign
that has seen it double the marketing spend
dedicated to the UK.
THE ARGENTINE Secretariat of Tourism has A mobile movie studio will tour New Zealand
launched a new tourism website. between December and April 2009 offering
The site, which will eventually be available British travellers the chance to have their photos
in nine languages, offers visitors in-depth and videos made into a video diary.
information about the country. These will then be posted online on sites such
A key focus of the new site is niche markets, as Youtube and Newzealand.com as well as being
such as polo, golf and religious tourism. emailed to friends and family.
Argentina believes this approach offers it the The campaign’s UK television advertising, How was New Zealand for you? British couple
best chance to attract UK tourists in the current which debuted in September, will be repeated Val and Pete are among those filmed for campaign
economic climate. after Christmas featuring holidaymakers talking
Viviana Graino, an adviser for the tourism about their experiences. That campaign alone because of the increase in regional connections
secretariat, said the UK was a major market for will cost more than £3 million. and flights via Middle Eastern hubs.
Argentina and the website would provide agents Gregg Anderson, Tourism New Zealand’s new And he said marketing spend had been
and tourists with the definitive guide on where UK and Europe regional manager, said: “We have diverted from the US because the UK market
to go and what to do in the country. practically doubled what we spend in the last was considered more resilient due to its cultural,
More than 60,000 people from the UK have year. historical and sporting connections.
visited Argentina this year, a 100% increase on “We are getting lots of anecdotal feedback However, Anderson said it was important the
the 2003 figure. British Airways recently added that What Do You Say UK has been well received. destination avoided the possible problem of
three extra flights a week to Buenos Aires, “It’s not necessarily a very good market for visitor numbers dropping off before and after the
increasing its frequency to seven a week. converting long-haul travel but I think all the 2011 Rugby World Cup that New Zealand will host.
marketplace needs is two to three weeks’ good New Zealand’s UK visitor numbers rose for 20
news before people are going to book.” continuous years until 2006, but arrivals are
ADVERTISING .
Anderson said the strategy had switched this down by 5-6% this year. Anderson is intent on
South Africa
year from targeting the south-east and London maintaining arrivals at about the 300,000 mark.
unveils TV ads
BIG APPLE.
New York revamps ‘I ’ logo
SOUTH Africa Tourism has launched eight
television advertising “vignettes” to run on BBC NEW YORK State Tourism has unveiled a re- interest in the state during the current downturn.
World, CNN and BBC News 24. vamped “I Love New York” logo that it hopes will He said: “I Love New York for the past 31 years
Instead of focusing on specific product, the generate interest in the state beyond the city. has been interpreted as representing the vibrancy
30-second spots feature people talking about The original logo, designed by Milton Glaser in of New York City. However, the brand does not
their holiday experiences in South Africa. 1977, has been joined by several variations that encompass all that the state represents.”
The end of each vignette highlights details of a focus on markets such as outdoor activ- Tourists told researchers that lack of
tour operator that links in to the experience. ities, snow sports, and food and wine. awareness was what stopped them
Speaking at WTM, country manager Lebohang Markly Wilson, director of interna- visiting more of the state. Wilson cited
Mokhesi said the tourist board aimed to boost tional marketing at New York’s tourism New York’s large state parks, its 365-
visitor numbers next year by 5%. This year, the office, said developing specialist mile Erie Canal and its snow sports
arrivals total is set to rise 2.3% to about 525,000. markets would help maintain tourist centres as under-visited attractions.
12 14.11.2008
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