"Beyond convention" to draw in business events customers

Tourism New Zealand has introduced a new campaign to internationally market the business events sector and its ability to exceed expectations.

"Beyond convention" is the creative territory that will provide an umbrella theme for all Tourism New Zealand's destination marketing material for the business events sector.

It will be used to market New Zealand as both a conference and convention host, and also to promote the country as a non-conventional choice for incentives and events.

A sneak preview of the theme and marketing material was revealed at MEETINGS 2012 today at SkyCity in Auckland.

Tourism New Zealand's General Manager Marketing Communications Justin Watson says it is the first time a creative theme has been used by the organisation for this sector.

"Tourism New Zealand's primary role with Business Events is to provide destination marketing, to convince planners that there is much more on offer in New Zealand than if you hosted your event elsewhere.

"Beyond convention can be applied across the sector - for meetings and conferences, convention relates to the event. In the incentives space, it is more about promoting that there is nothing conventional about an incentive trip to New Zealand."

The theme will be rolled out promoting New Zealand across a range of concepts such as "beyond the meet and greet"; "beyond the morning break" and "beyond the cityscape".

Conventions and Incentives New Zealand (CINZ) chief executive Alan Trotter welcomes Tourism New Zealand's new marketing initiative.

"New Zealand is a unique destination that offers a treasure trove of options for the conventions and incentives markets and it is important that we work together to promote those offerings to the international market," Mr Trotter says.

"Our goal is not just to secure more conferences and conventions for New Zealand but to also convince those coming here for such events that once they've finished their business they should stay a few days and explore our wonderful country. We want them to stay on, have the holiday of a lifetime, and then go back to their home countries and rave about their experience in New Zealand.

"Tourism New Zealand clearly shares that goal so it's great they've introduced this new destination marketing material," Mr Trotter says.

Tourism New Zealand's involvement in the business events sector is part of its overall strategic objective to increase the economic contribution of international visitors by attracting more high value visitors and getting them to stay longer.

In addition to the focus on destination marketing and promoting an extension of stay from business events delegates, Tourism New Zealand also assists organisations bidding for the rights to host international conferences through its administration of the Conference Assistance Programme (CAP).

Justin Watson commented that it has been a year since Tourism New Zealand assumed management of the Conference Assistance Programme on behalf of the Ministry of Economic Development.

"In the last 12 months, five bids have been successfully won and 10 more are being formulated for conferences out to 2020."

Research shows that on average, international delegates spend up to three-times more per day than the average international visitor.