Tourism New Zealand has signed a marketing agreement with Maritz
Travel, America's largest incentive travel management company,
which will grow incentive and corporate travel to New Zealand from
the United States.
Tourism New Zealand's General Manager Western Long Haul Markets
Gregg Anderson says the agreement is a great result which comes
from Tourism New Zealand targeting the United States incentive
market in the past year.
Incentive travel is a global management tool used by companies
to motivate and recognise staff for outstanding performance by
offering special travel experiences.
The new agreement is something of a coup for Tourism New Zealand
as it is the first time in many years that Maritz Travel has
collaborated with an international destination in such an
integrated programme of activity.
Gregg says that the agreement is a fantastic opportunity to work
with the Unites States' top incentive buyers to elevate the profile
of New Zealand.
"A collaborative approach to marketing underpins Tourism New
Zealand's strategy and this agreement guarantees New Zealand is
being pitched to a high value visitor market.
"It will see Maritz's agents throughout the United States
actively pitching New Zealand to all their clients who are looking
for an international incentive programme.
With over 50 years of experience in the industry, Maritz
Travel's impact represents a total volume spend of approximately $2
billion (USD) per year, serving nearly three million travellers
David Peckinpaugh, president of Maritz Travel says that
participants tell us they want a once-in-a-lifetime experience, and
New Zealand certainly delivers on this.
"It continues to be an up-and-coming international destination
that provides a truly exceptional experience for programme
participants. Organisations better achieve business and programme
objectives when they strive to align their programmes with what
motivates their participants. According to our study, employees,
channel partners and customers consider New Zealand a
Activity is being launched mid-October with 'Destination Day'
whereby Maritz Travel staff will be up-skilled on New Zealand
through educational and promotional experiences, with the objective
to further establish and improve staff awareness, perception and
knowledge of New Zealand.
Experiences include presentations on New Zealand within a themed
Air New Zealand 747 conference room. A photo booth allowing staff
to take home photos of themselves amongst different New Zealand
settings is also planned as is a virtual New Zealand wine tour with
a New Zealand wine maker done via Skype, and a wine tasting
Air New Zealand and destination management company IDNZ are also
key partners in the agreement.
We are delighted with the collaboration between Tourism New
Zealand and Maritz Travel and expect it to generate some really
compelling activity in the North American market says Antony Price,
Director of Sales and Market Development, The America's for Air New
Celeste Jones, IDNZ's Director of Incentives says to now be
centre-stage with long-term customer Maritz Travel and their high
yield incentive clientele is a huge result for all the partners and
New Zealand as a destination.
The agreement runs through until 30 June 2013 and complements
Tourism New Zealand's presence at trade events such as this month's
IMEX in Las Vegas, an incentive travel, meetings and events
tradeshow attended by some of the world's top-spending meeting,
incentives and association buyers.
Incentive travel offers considerable opportunity for New Zealand
to grow visitor value by attracting more high value delegates to
Working to increase New Zealand's share of the international
business events market, Tourism New Zealand's 'Beyond Convention'
campaign is being used internationally to market New Zealand as
both a conference and convention host, and also to promote the
country as an incentive and events destination.