Kia ora,

We are all building up to the start of RWC and are well underway in preparations for our big promotion at #1 Queen Street, Auckland.  We would like you to be aware of a number of activities and issues and also to plan for the coming months.  This newsletter is all about ensuring you know what is going on.

1) Mini Media Training Session

As many of you may be aware – confirming that Rotorua has great coffee and a wide choice of restaurants, cafes and entertainment is one of the key messages we are taking out to the Auckland market and beyond. We have developed a PR plan that will see a number of key media and influencers in the region over the next 8 months. Add to this the increased focus around RWC and the 2000 additional media that will be visiting NZ over the next few months we want to help you manage the media opportunity. To that end we have enlisted the assistance of some experienced PR and media advisers to deliver a mini ‘media training’ session to assist you in optimizing your exposure to the might of the media opportunity. This is open to everyone – from your frontline, chefs  or indeed anyone you think could benefit from understanding how to position your business and our region to best effect:

Media training mini session
Date: Wednesday 10 August
Time: 9am to 11am
Venue: The Novotel Rotorua Lakeside

If you would like to attend this mini workshop and presentations please RSVP to by Monday 8 August 2011.

2) High-end Rotorua Offer

Communicating to trade and consumers that Rotorua has an extensive and experienced high-end (formally known as luxury) offer is one of our key messages to address misperceptions in the domestic market and to position Rotorua as it should be internationally. We are about to start work on producing a ‘high-end’ Rotorua offering brochure. 

When we describe high-end, we aim to capture product that is boutique, specialty and luxury. We appreciate everyone has a view on the positioning of their own business and product.  Accordingly, we have some specific criteria we will use to assist us identify and categorize product for this new communication piece. It’s important that when compared to other region’s product we are matching like for like and can ‘over deliver’ on our high-end promise.
We have a good understanding of what is on offer currently. However, we want to ensure we have captured all that is on offer – hence this notification to invite those operators/ businesses with international ready high-end offerings to let us know what you are doing.

Please advise us if you are:

  1. Already working with Inbound Operators to market/ represent your product to high income clientele. This means you have a structured offer including commission and representation processes in place
  2. A commercial business paying commercial rates – the reason for this is simple we cannot represent a business that is not commercially structured from a risk and management perspective.

Please provide us this information  by the 5th August to

3) #1 Queen Street - Rotorua Volunteer Ambassadors

We need some ex-Rotorua volunteer ambassadors to help us showcase Rotorua at #1 Queen Street. Our high profile promotion will begin in September and run through to the end of November If you have Rotorua’ite’ friends and family living in Auckland who are keen tell everyone what a great destination Rotorua truly is then please email with their contact details as we need a few ‘ cheerleaders’ for Rotorua at different times over RWC. We can offer them the opportunity to be passionate about Rotorua, to be right at the centre of the action and good coffee!

4) Personal and Property Security

With the lens of the world on New Zealand over RWC and a potentially record number of visitors in our region it is critical that we ensure our individual businesses offer adequate security and attention around visitor personal and property safety. With an increased number of genuine visitors comes an increased risk of opportunists who have the potential to damage the reputation of our region as a safe and attractive destination. DRM has been informed of a number of safety and security lapses in some operator premises over the last few months where the response from the operator to these lapses or breaches has been seen as being less than satisfactory by the visitor/ victim. Can we please ask you all to take any incident seriously and take action accordingly? Managing our regions reputation is everyone’s responsibility.


Kind Regards

Chris Destrieux
General Manager   |  Destination Rotorua Marketing  |  |  Facebook  |  Twitter
DDI +64 7 351 7101  |  Cell +64 27 274 1890  |  Fax +64 7 349 4133
Private Bag 3007, Rotorua 3046, New Zealand