Hawke’s Bay Tourism’s domestic marketing campaign launches today with an aim to dominate the Wellington market, drive visitation to the region and revive the local visitor economy.
‘Hawke’s Baycation’ invites Wellingtonians to consider Hawke’s Bay for their next holiday as, while they might not be able to travel overseas, international-quality experiences are 'just a drive away'.
From the southern points of Central Hawke’s Bay to the northern reaches of the Wairoa district, many of the region’s destinations should be considered comparable those overseas, says Hawke’s Bay Tourism chief executive Hamish Saxton.
“Hawke’s Bay is food and wine country. Kiwis who were looking forward to experiencing the wineries and cycling of Bordeaux, the food markets of the Mediterranean or the walking tracks of Scandinavia will be delighted to know that our region’s full-bodied red wines and miles of limestone cycleways can substitute for France; our bountiful Farmer’s Markets could rival any found in Spain, Croatia and Italy; and Lake Waikaremoana offers untamed, natural beauty that travellers have to search far and wide to match.
“What’s more, our cities have a vibrant beat that tailors to families and foodies equally, while our white-sand beaches, wide open skies and rolling countryside is New Zealand at its finest.”
With a significant investment behind it, the campaign has been developed in response to extraordinary circumstances, says Hamish.
“The focus on Wellington is a strategic one. We’re not pulling out of any markets – we’re just focusing hard on one; one that we can dominate with existing funds and one from where we’re really accessible, whether by air or road.”
No additional funding was required for the large-scale campaign, with money redirected from events and promotions that were unable to go ahead due to COVID-19 restrictions.
It was of critical importance that campaign funds were used wisely, with a healthy visitor economy vital to the livelihood of many businesses in the region, says Hamish.
“In the 12 months to February 2020, Hawke’s Bay received more than $500 million in tourism spend from New Zealand travellers, with the biggest markets being Auckland, Wellington and Manawatu/Whanganui. These visitors supply our region with the critical mass required to support such infrastructure enjoyed by so many locals.
“All up, close to an estimated 6000 people have been either directly or indirectly employed by tourism and the industry was worth $688 million to the local economy.”
Hawke’s Baycation is one of New Zealand’s first domestic tourism campaigns to go to market post COVID-19. It will run across print, digital, social media radio, and out of home media in the Wellington, Manawatu, Kapiti and Wairarapa regions.
Radio advertisements will cross the full spectrum of stations in Wellington, Kapiti, Manawatu and Masterton, including Newstalk ZB, The Breeze, ZM, The Sound, The Edge, and The Rock, while the campaign messaging will be supported throughout by PR.
All campaign elements will drive through to a new landing page (www.hawkesbaycation.com), where consumers can view and book a range of high value packages and offers, as well as: 0800 HAWKESBAY where the experts at the i-SITEs will help with bookings and information.