New Zealand Heritage

Question: What additional promotional strategies or tactics should the park use to attract overseas visitors?

We look at the marketing mix:

* Product

* Price

* Place

* Promotion ← this is the most important factor here…

* People

What are they doing?

AUCKLAND

Newspaper advertisments

1) Outlining existance of park

2) Detailing the events and promotions

Depositing pamphlets into the regent hotel guest rooms (both local and international)

Concession tickets to a number of attractions, purchasable online or at the door.

OVERSEAS

Three areas of focus: Recognize New Zealand as a tourist destination, Visit Auckland as a stopover and visit the heritage park.

Travel agents were given Trade Packs containing:

Pamphlets, program for seasonal activities, restaurant menus and park charges.

Travel agents in Australia, Japan and the US also would get a commission for patrons paying in advance.

A short video promoting the park was displayed on cruise ships docking in Auckland

Air New Zealand and JAL airlines placed adverts in their in-flight magazines.

* Advertising - Presenting and promoting ideas through media channels by a sponsor/company. Ie. Print ads, radio, television

* Personal selling - promoting to small groups through oral presentations. Ie. Trade shows, conventions

* Sales promotion - communication about a ‘special’ offer on a product is promoted for a limited time to increase consumer demand, stimulate market demand or improve product availability. Ie. Coupons, samples.

* Public relations – intentionally targetting a market through stimulating awareness for a product by posting it into exposed media channels. Ie. Newspaper reports, reviews.

* Direct Marketing -communicating straight to the customer with advertising techniques that work on informing immediately. Ie. email, fliers, promotional letters and outdoor advertising.

Advertising

* Made a good start but could reach their full...