Putting Gisborne on the tourism radar

A still from Air NZ's new safety video.

A $1.5 million marketing campaign is well on track to pay back community faith, with the region’s economic development agency reporting a $4 million increase in economic activity in Gisborne.

After Air New Zealand last year increased the number of passenger seats available on its Gisborne routes, Eastland Community Trust agreed a three-year-deal to invest $1.25m into a regional marketing initiative involving Gisborne District Council ($150,000) and Air New Zealand.

Details of an economic impact report released last July identified that 64 jobs and $5.2m annually could be generated as a direct result of the campaign.

Activate Tairawhiti chief executive Steve Breen said eight months on from the campaign launch there was an increasing awareness of Gisborne as a visitor destination.

“The first eight months of the regional marketing campaign have seen an encouraging 4.5 percent increase in visitors arriving to the region by air.

“This equates to an estimated increase in visitor spending of $5.02 million and in GDP of $4.02 million over a 12-month period.

“This increase is midway between the targeted growth in GDP of $2.3m to $7m the campaign is seeking, and is tracking well at this early stage of delivery.

“More visitors and spend means more demand for services and more work, which makes the Government’s announcement of increased support for youth employment in our region good timing ahead of the coming season.”

The marketing strategy was developed by MacDonnell Associates in association with local stakeholders.

It included the creation of a new Tairawhiti-Gisborne website (thefirstlight.co.nz) and targeted advertisements in national newspapers and Wellington and Auckland airports.

Earlier this year, Air New Zealand and Activate Tairawhiti officially signed a memorandum of understanding, agreeing tp continued co-operation between both parties.

“The key outcome of the association with Air NZ is the raised awareness of our region being a destination of choice for domestic and international visitors.

“This is demonstrated by the inclusion of the region in Air NZ’s latest safety video and associated ‘fantastical” itinerary, which is promoted in their offshore websites.”

That video, which featured Tolaga Bay, was viewed more than one million times in the first 24 hours of its release.

“Activate Tairawhiti is supporting this exposure by working with local operators to bring forward exciting events such as the Chardonnay Express and Wings and Wheels to give visitors a compelling reason to come here and enjoy our unique experiences.”