The show, held in Sydney in October, provided Tourism New Zealand (TNZ) with an opportunity to promote the unique cycling experiences available in New Zealand to Australian cyclists. Aligning with the Spring Cycle and Sydney Olympic Park Festival of Cycling, it optimised exposure and engagement opportunities for New Zealand.
TNZ's research shows that 81 per cent of Active Considerers in Australia are looking for a cycling-based holiday, and New Zealand is on their shortlist as a cycling destination. Plus, those participating in special interest activities such as cycling spend more and stay longer than average visitors.
Described as one of the most interactive stands at the show, it brought the New Zealand cycle trail offer to life with a 3D typographical construction of New Zealand representing the 23 Great Rides throughout the country, suitable for visitors of all ages and cycling tastes.
New Zealand operators attending the show used break out areas around the stand for one-on-one engagement with consumers. The operators included: Hawke's Bay Tourism, Cycle Journeys, Skyline Queenstown, Tourism Central Otago, Alps 2 Ocean Cycle Trail, PureTrails New Zealand, Positively Wellington Tourism, Takaro Trails and Pedaltours.
Vicky Roebuck from Hawke's Bay Tourism says, "I found it really valuable from an information gathering point of view and came away with a better understanding of the market and how to position ourselves better in Australia."
New Zealand 'cycling ambassadors' roamed the show promoting the stand, which also featured i-Pads for consumers to view and interact with each Great Ride and choose their favourite. A competition, which could only be entered at the stand to further drive engagement, featured prizes from each of the participating operators, with a grand prize of a six day central region cycling experience for two provided by Positively Wellington Tourism.
Tourism New Zealand's General Manager Australia, Tim Burgess, said the show presented a fantastic opportunity for TNZ to engage directly with the Australian cycling community.
"Cycling is the fastest-growing participation sport in Australia and New Zealand ticks all the boxes when it comes to diversity, proximity and accessibility."
TNZ Australia's other special interest focus areas include hiking, golf and ski. You can read more about TNZ's Australian marketing activity here.