Trialling an innovative approach to target the high net-worth individual, Tourism New Zealand has joined forces with Magnolia Purchasing Advisors, an exclusive membership-based purchasing office for families of significant wealth in the USA.
Magnolia Purchasing Advisors was initially created to leverage the combined purchasing power and influence of TIGER 21 Members, North America's leading peer-to-peer learning network for high net-worth investors.
TIGER 21 members collectively manage approximately $30 billion in investable assets.
The partnership kicked off with Tourism New Zealand's presence at TIGER 21's annual conference from 18-20 February in Palm Beach, Florida - attended by over 500 high net-worth individuals and their families.
Magnolia's exclusive relationship with TIGER 21 makes the new partnership all the more exciting, says Tourism New Zealand's General Manager Americas and Europe, Gregg Anderson.
"Not only will partnering with Magnolia provide us with opportunities to market luxury New Zealand to high net-worth individuals' purchasing advisors, getting direct access to this number of high net-worth individuals was a unique opportunity.
TIGER 21 members collectively manage approximately $30 billion in investable assets
"Our marketing activity in the premium space is always targeted at both the consumer and the influencer, as the high net-worth consumer relies on trusted purchase advisors to recommend and organise their travel.
"This partnership and our presence at the TIGER 21 conference allows us to roll both of these objectives into one", says Gregg.
At the conference, Tourism New Zealand had a destination display in the Magnolia Lounge which showcased the luxury New Zealand experience by means of video content and marketing collateral.
There was also a Tourism New Zealand sponsored round of golf during the conference, as well as a wine tasting on the final evening, where conference guests got to sample the best of New Zealand wines.
New Zealand wine was also included in every welcome pack, along with the "Luxe Book" - a concertina style keepsake visually showcasing New Zealand's authentic approach to luxury experiences.
The Premium Sector team are currently working alongside Magnolia on upcoming events that will build on the partnership.
Since July 2013 Tourism New Zealand has significantly increased its investment in developing the premium sector, with $20 million allocated over four years to specifically target high-value travellers.