Earlier in the month we announced
a new 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.
The new agreement is something of a coup for us as it is the
first time in many years that Maritz Travel has collaborated with
an international destination in such as integrated programme of
The agreement 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. Annually, Maritz
Travel serves nearly three million travellers.
To launch the activity, 'Destination Day' was held October 16 with
the objective to further establish and improve Maritz' agents
awareness, perception and knowledge of New Zealand through
Tourism New Zealand-led presentations, showing what a 'beyond the
ordinary' incentive trip to New Zealand would look like, were done
within a themed Air New Zealand 747 conference room complete with
hostesses to show you to your seats and hot towels 'on arrival'.
Presentations went live across the US so all Maritz agents were
able to be part of the event.
A photo booth displaying different New Zealand scenes helped
Maritz staff 'picture' themselves in New Zealand while also showing
the variety of experiences an incentive programme could offer.
Waipara winery, Greystone, skyped in from New Zealand providing
a virtual tour of New Zealand's wine growing regions followed by a
wine tasting session allowing Maritz staff to get a taste of what
New Zealand is so well known for.
Feedback provided from key Maritz contacts tells us that New
Zealand is a destination of choice for the coming year with solid
leads already under development with key Maritz clients.
Tourism New Zealand's work with Maritz Travel in the US builds on
our work to increase New Zealand's share of the international
business events market. Complementing this work is our presence at
trade shows including IMEX in Las Vegas, held earlier this
Nine suppliers including Tourism New Zealand sponsored the New
Zealand stand this year. There were a large number of appointments
booked, exceeding the 2011 show. We also received a good number of
quality leads with a mixture of incentive and association
conferences looking to pitch New Zealand.
Our CE Kevin Bowler attended the opening day of IMEX this year and
concluded that the timing is perfect for New Zealand to be raising
its profile in the US Business Events arena.
During his visit he said that it's clear that US companies are
starting to actively seek international programmes again, as
evidenced by both the number of buyers and international
destinations on show in Las Vegas. He made comment that the
commitment by Maritz and the interest shown for New Zealand at IMEX
are both very positive signs - and Tourism New Zealand with
industry support will be working hard to convert these
Tourism New Zealand is committed to the business events market
with incentive and business travel offering considerable
opportunity for New Zealand to grow visitor value by attracting
more high value delegates to the country. With a full programme of
initiatives already underway for 2012/13 including trade show
attendance, end user educational famils, promotional work and
client events the expectations of New Zealand capturing a share of
this business are extremely positive.