Please distribute to all staff

September 29, 2011

Kia Ora !*FIRSTNAME*!,


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In This Issue

International Update

James Fitzgerald
International Manager
- DDI: +64 7 351 7108

Trade newsletter Update – please e-mail in information for inclusion

In Mid October we will be sending out our quarterly trade update on all things Rotorua. If you have new developments that you would like to introduce to our global travel partners please send this information through to This information is sent to all levels of the distribution channel throughout the world. To be included you must offer commissions of at least 20% to ensure the product is relevant to our recipients.


We continue to believe that famils are the most effective way of showcasing the destination and developing the travel trades knowledge. Many thanks to our industry partners who host many of these travel agents as they visit our wonderful city. If you would like more information on how your business can be involved in these famil programmes please e-mail and we will contact you to discuss.

Agent famils August - September

China 108 Chinese FIT agents through August and September
India 16 Agents through August
Australia 91 Agents through August and September

China Agent Training in November

In Early November a representative from Destination Rotorua Marketing will be visiting China training travel agents the length of the country in specific FIT knowledge. If you have specific developments relevant to the Chinese FIT Market or would like information shared during our visit please e-mail and we will be in contact in the coming weeks.

Cruise Ship Crew

An e-mail was sent out on 20/9 to all attraction and activity providers regarding offers to Cruise ship crew while in port. Over 60,000 crew will be arriving at the Port Of Tauranga this summer alone and are strong onboard ambassadors of the destinations they are familiar with. If you did not receive the e-mail please contact and request an information sheet.

Show us your true Colours

Partnering with, APT, Top Deck, Accor Hotels and Maui Britz Motorhomes Destination Rotorua Marketing recently took part in a very successful event in Sydney,

40 invited agents attended an evening of great hospitality by the Kiwi partners who made sure the message of New Zealand is open was received loud and clear. The theme was 'show us your true colours' based around a world cup theme. A follow up event will take place at the conclusion of the World Cup.

Nice work from Joey for getting involved in this initiative. Joey is next week heading on sales calls the length of the East Coast so if any of you have any new exciting developments you want passed on to Australian travel trade partners e-mail Joey at

Domestic Update

Craig Hammond
Domestic Manager
- DDI: +64 7 351 7102

Domestic Campaign Results in 13% Increase

As you may remember DRM worked together with on a recent campaign to entice more kiwis to visit Rotorua over the winter period. Local  industry were invited to leverage off the campaign generated by a multi layered two week DRM and wotif advertising promotion including online, radio, social media and a Rotorua specific campaign landing page on

We are very pleased to announce the following results generated from this campaign:

  • 9916 Visitors to Rotorua landing page
  • 6934 sign ups to DRM domestic database
  • Year on year bookings growth: 13.6%

A full report is available – please contact Craig if you would like to receive the full version.

Another BIG win for Rotorua in Motorhome Rentals

As part of our strategy to target the International FIT RWC visitor, motorhome companies have been approached in an effort to get relevant Rotorua information into their channels to influence those in the planning stages but also looking at ways to have Rotorua information in their collection packs when the visitor arrives to pick up the vehicle.

From this work a proposal to Kea Motorhomes had previously been confirmed and now we are very pleased to announce THL too has recently accepted this offer. This  will see our Rotorua promotional DVD heavily promoted within THL's Auckland and Christchurch offices where customers can freely pick up a copy when collecting their vehicle.

No. 1 Queen St. Update

We are underway!

Well after much planning we have now officially launched our Rotorua presence at No. 1 Queen St. café in Auckland with a function held on 8th September to announce the fact Rotorua has arrived!

An invited guest list including media and key influencers were invited to celebrate the beginning of Rotorua's presence within Auckland for the duration of RWC and through into summer, helping us communicate our key messages as well as draw attention to the programme we have in place at No. 1.

It certainly was a fantastic night, well received by all who got to experience a taste of Rotorua and were excited to hear some of the plans we have for this campaign over the next few months. Part of this will now also cross over into our domestic PR campaign with future media famils and its nice to see some of these results in media already.

What's been going on? 

Plenty! A comprehensive radio campaign has started to aid in the awareness of our presence and activities at No1 Queen but also to reinforce the key messages being delivered to market. The stations involved are ZM, Classic Hits and ZB and promotion activity includes announcer mentions, promotional trailers, onsite live air feeds, online exposure and prize giveaways.

The café has now been decorated in all things Rotorua with full window graphics, digital screens showcasing promotional footage, banners, plants, carvings and an Ogo secured to the roof – you simply cannot miss us!

On-site activities from Rotorua attractions in combination with ZM black thunders have been a great way for us to draw more people to the site and also engage with people in the area.

The Rotorua Duck was parked next to the café for two days and ran tours through the city with its inaugural splash down into Auckland harbour. This was an amazing sight as tourists and Aucklanders heads spun to catch a glimpse of this impressive vehicle rolling through the city and its passengers quacking in full joy! Globe-riding has now been showcased too with the Ogo team on site giving passers-by and radio winners the chance to hop in and race around a circuit next to the café.

This week Wai Ora Resort have been providing 10 minute massages and pamper treatments for anyone coming down to visit the Rotorua site at No 1 Queen providing a short taste of the indulgent treatments available in Rotorua and definitely leaving them wanting more! The manuka tea served while guests qued went down a treat. Classic Hits have been onsite to help promote this with live feeds (one of which was made while receiving a massage!) and giving the listeners a chance to win various Rotorua experiences with their 'Rotorua Round Trip' winning wheel promotion!

Location, Location, Location

As expected the location was always key to our plans here and with the amount of foot traffic to date we are very pleased with the position and exposure we have been able to secure for Rotorua.

As you will be aware huge numbers congregated to this location on the opening night, the RWC rugby ball operated by TNZ is directly opposite, we have had a flash haka right outside our front door and the shear flow of visitors and Aucklanders coming through party central is providing an excellent opportunity for us to engage them about Rotorua. Flash mob Haka

We expect this to once again peak as the tournament heads into the finals stages with the games being hosted by Auckland.

Information Desk

As part of plans to provide a back end to the promotional activity at No.1 we have put in place an information desk to not only assist with Rotorua enquiries but also be able to sell product on site.

Our Rotorua i-SITE staff have been doing a fantastic job working on site 7 days a week and providing information for those considering heading down to Rotorua. This is currently confirmed to be in place right through until the end of RWC 2011.

Our newly printed outdoor information desk has arrived and is now in place on the front corner of the café footprint – Queen St and Quay St. Weather pending this now provides a station for our i-SITE staff to be positioned outdoors to make maximum benefit of the 25,000+ people walking past each day and certainly creates a more exposure benefits for the region.

We are now approaching the 500th visitor mark our team have directly provided information about Rotorua for while on site – some of these have been willing to buy product on the spot, while others are happy with the information gained and planning to wait until they arrive in Rotorua. Either way we are making sure Rotorua is in their plans and having the chance to inform them prior to actually arriving is helping us encourage longer lengths of stays.

If you have any new developments or news you would like communicated feel free to send through to Craig and we will make sure our staff on-site are kept up to date.

Pop in and Say Hi 

Finally if you happen to be in Auckland for sales calls or any other reason feel free to drop by and check out the site. A number of you have expressed an interest to help out on various days which is fantastic and most welcome. If you would also like to do this please contact Craig and we can provide some dates where activities are taking place and go from there.

Rotorua Convention Bureau

Denise Siviter
Rotorua Convention Bureau Manager
- DDI: +64 7 351 7106

China Market for Incentive

The Rotorua Convention Bureau along with other major destinations had a recent trip up to Beijing to participate at CIBTM with Air NZ and TNZ. It has allowed Rotorua to break into the Incentive market. The visit was an eye opener with a lot of opportunities and some educating along the way. The NZ stand had a great amount of interest and gave the team an insight as to what the expectations are in this market. TNZ and Air NZ are now looking at other trade shows within SEA that could benefit the major MICE destinations. Now with Shelley Huang now onboard at Destination Rotorua Marketing, the Convention Bureau will be working to secure this market.


The new financial year commenced on the 1 July, we have seen an increase in uptake this year which will allow the Bureau to continue working in the Australian market and look at other opportunities off shore.
The Domestic market still remains a focus and with our market share 98%. With a couple of events planned for later in the year there will be opportunities for members to leverage off. For more information on how you can be part of this financially rewarding market please e-mail


We have some great opportunities for members to get behind, if you are interested then please contact either Denise Siviter or Kathy Nicholls to register your participation.

#1 Queen Street C&I Function 10th November

An evening function is to be held at #1 Queen Street, Auckland, invitations will go out to the corporate clients who have registered interest to enjoy a taste of Rotorua with local operators.

CINZ Conference 16-17 November Wellington

If you are a CINZ member then you might like to consider attending the annual conference this year being held at Rydges, Wellington's newest and hottest hotel. For more information;

Luncheon 15th November Wellington

For those operators who will be attending the conference, the Rotorua Convention Bureau is organising a luncheon with some key clients on the Tuesday 15th October.

PCO Conference 4- 6th December 2011

The Professional Conference Organisers Association conference is being held at the Langham in Auckland for the first time on NZ soil. With an estimate of over 300 delegates, Rotorua Convention Bureau has secured an area with key destinations, Auckland, and Central Otago. This area is for members to Joint Venture with the Bureau giving the destination great exposure to continue to develop those relationships with Key decision makers within NZ and Australia.
Following on from the conference Rotorua will host a famil for those wishing to visit. We currently have several key Australian buyers registered to participate in a familirisation following on from the conference.

Convention Bureau on Facebook

FacebookBecome a fan of the Rotorua Convention Bureau on Facebook.

We post some great images on their so 'like' us to see what we've been up to and whether we've caught you unawares.!

Media Update


Online Update

Adrian Hodge
Application Developer - DDI: +64 7 351 8695 gets social

We've recently added Social Media fields to our listings database to enable you to add your account details to your listing, which provides a direct link to your social media channels.

Current supported are the big five.

Facebook - Displays a Like Box of your business page, allowing users to like your page, view recent posts see people who like your page.

Twitter - Displays a widget showing recent tweets and gives the user a link to be able to quickly and easily follow you from.

YouTube - Opens your YouTube channel in a new window allowing users to view your latest video and subscribe.

Flickr - Displays your photo stream gallery in a pop up window. From there the user can go to your photostream and favourite your photos and add you as a contact.

Foursquare - Displays your Foursquare location, enabling their 10 million worldwide users to add your 'venue' to their to-do list. This will help encourage them to visit and check-in to your venue when they are in Rotorua.

The icons are shown below your website address in your contact details of your listing on and you can see monthly click throughs from your listing stats within your operator login.

Login to and add your social media accounts to your listing today. If you haven't got an account, request operator login access from .

Google+ opens floodgates to public

Last week Google opened the doors to the public of it's thrid social media attempt after having been a invite only platform for many months. Visits to Google+ shot up thirteenfold last week to nearly 15 million from the previous week's 1.1 million.

The change was promoted with a blue arrow that pointed from the search engine box on to Google+ in the upper left hand corner.

You may also notice we've added +1 to our Accommodation, Experience and Event listings to enable Google+ users to +1 content on our website, which is like sharing something by tweeting, or liking something via Facebook.

We've setup a Rotorua NZ Google+ account and will be posting to less frequently than our current Facebook and Twitter accounts until our circles of followers increase.

So if you've got a Google+ account, be sure to add us to your circles.

Facebook launching Timeline

Just as you get accustomed to a look and feel on Facebook, they tend to change something.

One of the most exciting changes to the Facebook experience was the announcement at their recent F8 conference of a new personal wall called 'Timeline'.

What Timeline does is gives every user the ability to digitally scrapbook their entire life within Facebook. Now while that sounds scary, you'll have complete control over who see's what.

Visitor Statistics and Research

Gina George
Tourism Insight Analyst - DDI: +64 7 351 7109

Rotorua Commercial Accommodation

(Source:  Statistics NZ - Commercial Accommodation Monitor)
Visitor nights spent in Rotorua commercial accommodation for the month ending July 2011 were up 0.3% over July 2010 (versus +2.0% nationally) - domestic visitor nights were up 4.9% (versus +8.5% nationally) and international visitor nights were down 8.4% (versus ‑8.9% nationally).  For the same period, Rotorua's sectors with increased growth were: holiday parks (up 13.0%), backpackers (up 4.6%) and motels (up 1.0%).  Rotorua's only sector with negative growth was the hotel sector (down 4.0%).  View the latest Rotorua Commercial Accommodation Monitor.

Rotorua Visiting Friends & Relatives

(Source: APR Consultants - Rotorua Private Homes Monitor)
Visitor nights spent in the private homes of Rotorua residents for the month ending July 2011 were down 11.1% over July 2010 - domestic visitor nights were down 13.2% and international visitor nights were down 4.6%.  View the latest Rotorua Private Homes Monitor.

Rotorua Attractions & Activities

(Source: APR Consultants - Rotorua Attractions & Activities Monitor)
Visits to Rotorua Attraction & Activities Monitor participant businesses for the month ending July 2011 were down 5.0% over July 2010 - domestic visits were up 4.8% and international visits were down 13.7%. The full Rotorua Attractions & Activities Monitor is only available to participant businesses, however summary data is available in the Rotorua Tourism in Focus report. 

Rotorua Airport – Passenger Movements

(Source:  Rotorua International Airport)
For the month ending July 2011 over July 2010 passenger arrivals to Rotorua Airport from Auckland were up 14.7%, Wellington down 4.4%, Christchurch down 3.6%, and Sydney down 30.6%.  For the same period, passenger departures from Rotorua Airport to Auckland were up 3.1%, Wellington down 12.0%, Christchurch down 2.3%, and Sydney down 11.2%.

New Zealand Convention Activity Survey

(Source:  Ministry of Economic Development - Tourism Strategy Group)
Rotorua had a 10.7% market share of multi-day conferences held in New Zealand for the year ending June 2011.  Rotorua's 10.7% market share ranked it fourth after Wellington (27.2%), Auckland (25.5%) and Canterbury (11.0%) and ahead of all resort destinations including Queenstown (9.5%) and Taupo (5.3%).  View the latest data from the New Zealand Convention Research Programme.

New Zealand Regional Tourism Data 2005-2010

(Source:  Ministry of Economic Development - Tourism Strategy Group)
Visitor nights spent in Rotorua were up 2.4% for the year ending December 2010 over the same period of five years earlier (versus +4.5% national benchmark).  For the same period, Rotorua's domestic visitor nights were up 2.8% (versus +2.3% national benchmark) and international visitor nights were up 1.9% (versus +7.1% national benchmark).  Rotorua's domestic result placed Rotorua as the third best performing North Island region for domestic visitor nights after Coromandel (+6.3%) and Ruapehu (+4.9%). View detailed results of the NZ Regional Tourism Data 2005-2010.

Destination Management

Responsible camping facilities for motorhome visitors

The 'Motorhome and campervan facilities in the Rotorua district' brochure has been revised and is now in the marketplace.  The brochure helps motorhome visitors have a more pleasant stay by providing detailed information and a map of motorhome facilities, 15 holiday parks, four campsites and four Council reserves designated for overnight parking of motorhomes in the Rotorua district.  Occupying a motorhome overnight in any other public place is not permitted and Council contracted after hours security staff will require visitors to relocate to an approved location.  In addition to the Guy Roe Reserve campsite the three Council reserves newly approved for overnight parking of motorhomes are Trout Pool Reserve, Boyes Beach Reserve and Vaile Rd. Reserve.  There are six designated overnight parking spaces at each of the newly approved reserves.  The maximum stay is two nights at each site, each month and a fee is payable at the reserve kiosk.  Rotorua businesses wishing to distribute the Rotorua Motorhome brochure may request a supply of brochures by e-mailing

Upcoming Events

Rotorua Deepawali Festival

SAT OCT 1, 2011
Rotorua Deepawali festival is a FREE event and is completely meat-free, smoke-free and alcohol-free. Deepawali which means "row of lights" is an... More info

Rugby World Cup Official Rotorua Fan Zone - NZ v Canada

SUN OCT 2, 2011
The perfect family outing. Come along and enjoy a two hour showcase of great local entertainment, activities, displays and food before watching New... More info

Rotorua Ekiden

SAT OCT 8, 2011
The HI-TEC Rotorua Ekiden Relay will be run around the roads encircling beautiful Lake Rotorua. An internationally recognised event, the Ekiden... More info

Tribal Rugby Festival

TUE OCT 11, 2011 - THU OCT 13, 2011
A Three Day Event Celebrating Maori Rugby, Culture, Arts and Cuisine. Kia Ora Challenge Day - Tuesday 11th October-Rugby fans and locals will... More info

NZ Polyfest 2011

FRI OCT 14, 2011
To all Pacific Reggae music lovers, "Kia ora, Bula vinaka, Talofa lava, Kia orana, Malo e lelei, Fakaalofa lahi atu, Namaste, Taloha ni, Halo ola... More info

Okere Falls Beer Fest

MON OCT 17, 2011 - SUN OCT 23, 2011
Just 25 minutes drive from the centre of Rotorua is Okere Falls Store. This place is definitely more than a store! Okere Falls Beer Fest is an... More info

Merida Whaka 100

SAT OCT 22, 2011
he Merida Whaka 100 is 100km of riding over a course that is predominantly single track, with the design of the course arguably the toughest... More info

New Zealand Aria 2011

SUN OCT 30, 2011
The Waiariki Institute of Technology New Zealand Aria Trust welcomes you to the 65th Festival Weekend of Song to be held in the Rotorua Convention... More info

For more information or to check out the latest events, go to

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Destination Rotorua Marketing
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3rd Floor Library Building, 1136 Arawa Street │ Private Bag 3007 │ Rotorua 3046 │ New Zealand
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