World's media fly in for F.A.W.C!

Annie Dundas, Tourism Hawke's Bay general manager, says hosting media will return $4.6 million in coverage of F.A.W.C! Photo / File

Food and wine lovers are preparing their palates for one of the country's most delectable festivals.

The celebration of fine wine and exquisite cuisine has become a regular highlight on the Bay's event calendar.

The F.A.W.C! Food and Wine Classic has proven to be a compelling reason to visit Hawke's Bay, with 32 members of the media from New Zealand and around the world coming to experience the festivities.

Reporters will visit the Bay from China, Indonesia, Germany and North America, including representatives from the high-profile Tribune Syndicates, one of the United States' largest news outlets.

The organisation publishes 30 daily newspapers in 15 states, which reach more than 15 million people each week.

Making the long haul from China is broadcast TV crew X-Fun, a weekly travel show that travels globally to introduce delicious food and fun experiences to audiences.

The show reaches more than a million viewers per episode in mainland China, Hong Kong and Singapore.

Reporters will arrive today and spend the next five days participating in F.A.W.C! events and enjoying other key tourism activities in Hawke's Bay, such as an Art Deco tour, cycling, visiting the gannets at Cape Kidnappers and the Farmers Market.

Hawke's Bay Tourism general manager Annie Dundas said it was a huge achievement to attract those kind of media numbers to F.A.W.C!

"Hosting media is a very cost-effective way to promote Hawke's Bay."

She said the group will be delivering an estimated advertising value of $4.6 million in coverage.

"That leaves us only having to invest a very small amount in logistic costs thanks to our relationships with Tourism New Zealand, Air New Zealand and the very generous local tourism operators," Ms Dundas said.

Napier mayor Bill Dalton said he was very impressed with the international media line-up.

"We all want to raise the profile of Hawke's Bay and having valuable TV shows and magazines experience everything our region has to offer first-hand is incredibly valuable. Hats off to F.A.W.C! for giving them an enticing reason to visit," he said.

Other media includes five wine writers from China and Luxury magazine.

New Zealand media scheduled to visit include Bite, the NZ Herald and Dish magazine.

-Tickets and full event info about F.A.W.C! at www.fawc.co.nz