Social media is proving its worth for the organisers of Rugby
World Cup 2011 (RWC 2011), who have recently celebrated having the
biggest Facebook site in New Zealand.
With more than 250,000 fans hailing from the world's
rugby-loving nations, the Facebook site is providing an opportunity
to talk directly with people who will potentially travel here for
the 2011 tournament.
"We are using this as a communication and business tool," says
Rugby New Zealand 2011 Chief Executive Martin Snedden. "We just
decided social media was going to be a huge way of communicating
The site's fan base has grown steadily since its launch in
September, attracting close to 2,000 new fans each day.
"Obviously we didn't invent the trend but the use of it for
major events is something quite new. The RWC 2011 site shows how
useful social media can be if you actively work it to your
advantage," says Martin Snedden.
Daily updates to the site include news stories from the media,
press releases, videos, quizzes and information about ticketing and
corporate hospitality packages. Regular posts to the page are
generating comments and responses from hundreds of fans from around
Tourism New Zealand General Manager Corporate Communications Cas
Carter says social media is an incredibly powerful marketing tool
and one that Tourism New Zealand will also be using to tap into
visitor markets in the lead up to 2011.
"As well as rugby content on our website www.newzealand.com, we're looking at how we can
work with RWC 2011 to promote destination content to their fanbase
and make sure fans know how much there is to do in New
Tourism New Zealand's 100% Pure New Zealand Facebook page has
more than 100,000 fans and that number is growing by about 400 each
Plans are underway to have clearer online links between 100%
Pure New Zealand and RWC 2011, with the intention of converting the
throngs of interested rugby fans into potential visitors.
Around 60,000 international visitors are expected to come to New
Zealand for RWC 2011. Australia, the UK, France, South Africa,
Japan, the US and Canada will be the key source markets.
The Giant Rugby Ball venue has already
helped build awareness of New Zealand as host country. Tourism New
Zealand is currently finalising plans for the next phase of its
marketing activity, which will focus on driving rugby fans to book
their trip to New Zealand in 2011, as well as encouraging them to
stay longer and see more of New Zealand while they are here.
Read more about how
Tourism New Zealand is involved in RWC 2011