New collaborative approach to grow the international business events market

The marketing of New Zealand as an international business events destination will be significantly enhanced by a new cooperative agreement between Tourism New Zealand (TNZ) and Conventions and Incentives New Zealand (CINZ).

The two companies have signed a Memorandum of Understanding (MOU) that outlines how they will work closely together in the promotion of international business events to New Zealand.

Tourism New Zealand's General Manager Marketing Communications Justin Watson says the organisation will invest $200,000 in CINZ's existing marketing activities to enable greater reach and effectiveness of the work, and ensure all potential opportunities are developed.

"TNZ and CINZ have a longstanding relationship however with the increased focus from Tourism New Zealand on international business events as a way to attract higher value visitors it was timely to put some formal context around it.

"Previously, the targeting of resources has meant certain opportunities could not be leveraged and not all areas of the Business Events sector could be targeted.

"With this new MOU we can close those gaps and ensure all opportunities are captured."  

The MOU will be reviewed in one year with a view to continuing the collaboration for a further two years.

Chief Executive of CINZ Alan Trotter says the increased coordination across the sector will deliver significant benefit for the New Zealand industry and the economy as a whole.

"As with all things, much greater success can be achieved when we work together to maximize the strengths of each organization.

"CINZ's existing programme of work will be greatly enhanced by this agreement - we can draw on the strength of Tourism New Zealand's destination marketing and they can leverage the knowledge and experience we have, having been active in the business events sector for 20 years."

As part of the arrangement, the 100% Pure New Zealand - Beyond Convention campaign will be used in all marketing activities as the overarching destination message.

The two parties will work together to develop the annual trade show MEETINGS into a larger scale, international event, with a particular focus on attracting buyers from long-haul markets. They will also work more closely on the New Zealand presence at the AIME Melbourne tradeshow.

Additional business-to-business marketing activities will be rolled-out in offshore markets which will include activity such as international media hosting, trade familiarisations and special events. 

In addition to the joint activity, Tourism New Zealand aims to significantly increase its efforts in the Australian market, promoting New Zealand as an international business events destination.

"Our plans include the recruitment of new staff who will be dedicated to developing the Australian market," says Justin. 

Deborah Gray, Communications Manager, Tourism New Zealand; phone 021 624 170

Alan Trotter, Chief Executive, Conventions and Incentives New Zealand; phone 09 486 4128.