Tourism New Zealand has introduced a new campaign to
internationally market the business events sector and its ability
to exceed expectations.
"Beyond convention" is the creative territory that will provide
an umbrella theme for all Tourism New Zealand's destination
marketing material for the business events sector.
It will be used to market New Zealand as both a conference and
convention host, and also to promote the country as a
non-conventional choice for incentives and events.
A sneak preview of the theme and marketing material was revealed
at MEETINGS 2012 today at SkyCity in Auckland.
Tourism New Zealand's General Manager Marketing Communications
Justin Watson says it is the first time a creative theme has been
used by the organisation for this sector.
"Tourism New Zealand's primary role with Business Events is to
provide destination marketing, to convince planners that there is
much more on offer in New Zealand than if you hosted your event
"Beyond convention can be applied across the sector - for
meetings and conferences, convention relates to the event. In the
incentives space, it is more about promoting that there is nothing
conventional about an incentive trip to New Zealand."
The theme will be rolled out promoting New Zealand across a
range of concepts such as "beyond the meet and greet"; "beyond the
morning break" and "beyond the cityscape".
Conventions and Incentives New Zealand (CINZ) chief executive Alan
Trotter welcomes Tourism New Zealand's new marketing
"New Zealand is a unique destination that offers a treasure
trove of options for the conventions and incentives markets and it
is important that we work together to promote those offerings to
the international market," Mr Trotter says.
"Our goal is not just to secure more conferences and conventions
for New Zealand but to also convince those coming here for such
events that once they've finished their business they should stay a
few days and explore our wonderful country. We want them to stay
on, have the holiday of a lifetime, and then go back to their home
countries and rave about their experience in New Zealand.
"Tourism New Zealand clearly shares that goal so it's great
they've introduced this new destination marketing material," Mr
Tourism New Zealand's involvement in the business events sector
is part of its overall strategic objective to increase the economic
contribution of international visitors by attracting more high
value visitors and getting them to stay longer.
In addition to the focus on destination marketing and promoting
an extension of stay from business events delegates, Tourism New
Zealand also assists organisations bidding for the rights to host
international conferences through its administration of the Conference Assistance Programme (CAP).
Justin Watson commented that it has been a year since Tourism
New Zealand assumed management of the Conference Assistance
Programme on behalf of the Ministry of Economic Development.
"In the last 12 months, five bids have been successfully won and
10 more are being formulated for conferences out to 2020."
Research shows that on average, international delegates spend up
to three-times more per day than the average international
For more informaiton about recent bid wins see our Business Events news section.