A new business-events specific campaign from Tourism New Zealand aims to market the country as “more than just a holiday choice”.
The 100% Pure New Zealand – Beyond Convention campaign launched this month, coinciding with the unveiling of a new business events website. Both developments follow a government commitment of an additional $34 million to TNZ for the promotion of business events over a four year period.
They mark “significant steps forward” in the implementation of the destination’s business events strategy, according to international business events manager Bjoern Spreitzer.
“While our campaign communicates New Zealand’s fantastic landscapes, welcoming hosts and world class venues, an additional focus is on talking directly to those sectors that New Zealand can deliver expertise and leadership to the rest of the world in,” he said.
Marine, aviation, agribusiness, health science, high value foods, and earth science sectors are all priorities for the campaign, particularly in the key markets of the US, China, Australia and South Asia. In addition, it is designed to tackle the luxury incentives market
“It delivers the message that an event in New Zealand goes far beyond the usual with a range of experiences, set against stunning landscapes and welcoming people ready to host any event you desire,” Spreitzer said.
Meanwhile, the tourism body is recruiting for its business events teams in Australia, China, Singapore and North America with the aim is growing it to 14 staff members.