i-SITE New Zealand is pooling the local knowledge of its 600
staff for a new campaign launching this week, which is designed to
raise awareness of i-SITE among domestic travellers.
The Visitor Information Network's new website - www.i-site.org.nz - is publishing information
on what's on, what's hot, the best kept secrets and best food and
wine tips for New Zealand regions, all of which are collected and
published daily by i-SITE staff from around the country.
These insider tips are the basis for a nationwide marketing
campaign called 'Start with i-SITE'.
i-SITE New Zealand Executive Manager David Wilks says the
campaign is the first time i-SITE has run a high-profile domestic
awareness campaign. Previous campaigns have been firmly focussed on
international visitors.
"i-SITE people are not just your average locals", says David
Wilks, i-SITE New Zealand Executive Manager. "i-SITE staff are the
only travel professionals in New Zealand whose job it is to be an
expert about the place they live in.
"This campaign is designed to make sure Kiwis know about and
make use of this wealth of knowledge that's on their back
doorstep."
Tourism New Zealand Chief Executive George Hickton says the
focus on domestic audiences will help build the value of tourism to
local regions.
"i-SITE centres have an important role to play in ensuring our
visitors - both domestic and international - have the best possible
experience while travelling New Zealand.
"By making Kiwis more aware of the i-SITE Network and
encouraging them to seek local information, they may be encouraged
to do more both in their own town and when travelling to different
regions of the country. This will also help Kiwis become valuable
ambassadors for New Zealand among their friends and families
overseas and outside their own region."
The campaign incorporates a range of online, outdoor and social
media and will run through until January 2010.
Read more
about i-SITE New Zealand
For further information please contact:
Cas Carter on 021 915 410 or
Sue Allen on 029 917 5466
Background:
- The i-SITE Network is New Zealand's official visitor
information network. There are currently 88 i-SITE centres across
the country.
- The hub of the 'Start with i-SITE' campaign is the Network's
new website, www.i-site.org.nz. This site is updated daily
with hints and tips collected from i-SITE's 600 staff around the
country.
- The initial phase of the campaign incorporates search engine
marketing, targeted email marketing and activity on social media
websites. Online, radio and outdoor advertising activity will
commence in December and run through until the end of January.
- All advertising activity will be tailored with local content
taken from the campaign website and sourced from i-SITE staff.