DWC-led emergency tourism marketing campaign.
The excitement of winning a West Coast adventure and promoting the region’s many paid activities are the focus of the DWC-led emergency tourism marketing campaign which received $280,000 in government funding last month.
The first of the funding enabled DWC to expand its tourism social media reach over the New Year. Next will be the launch of the upcoming “hands-on” West Coast activities marketing campaign.
Over the holiday period the DWC tourism team, along with a local camera crew, captured stories featuring people and paid activities across the region for the campaign.
“We are looking forward to releasing the latest videos that show the Coast is more than just spectacular scenery – there is so much to do here. We want the operators to reap the benefits, so we have focused on activities visitors pay for,” says DWC chief executive Heath Milne. “It's important that local operators capture the economic benefits of tourism.”
Mr Milne says the first stage of the campaign will target domestic audiences through digital channels to direct awareness and traffic to our local operators.
“We have been waiting for the bush fires in Australia to subside before engaging potential travellers from Australia, but we are planning to expand the campaign’s reach across the Tasman too.”
Videos to be played as part of Tourism New Zealand’s Good Morning World campaign were also produced with the emergency funding.
The emergency funding aims to overcome the immediate reduction in visitor numbers experienced after a section of State Highway 6 was closed in December following a severe weather event.
“We are incredibly grateful to Government for recognising the impact of recent weather events and stepping up to support our marketing campaign now that motorists can again travel from Karamea to Queenstown,” says Mr Milne.