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Wednesday, November 4

New Campaign Adds Value to Regional Tourism

i-SITE New Zealand is pooling the local knowledge of its 600 staff for a new campaign launching this week, which is designed to raise awareness of i-SITE among domestic travellers.

The Visitor Information Network’s new website – www.i-site.org.nz – is publishing information on what’s on, what’s hot, the best kept secrets and best food and wine tips for New Zealand regions, all of which are collected and published daily by i-SITE staff from around the country.

These insider tips are the basis for a nationwide marketing campaign called ‘Start with i-SITE’.

i-SITE New Zealand Executive Manager David Wilks says the campaign is the first time i-SITE has run a high-profile domestic awareness campaign. Previous campaigns have been firmly focussed on international visitors.

“i-SITE people are not just your average locals”, says David Wilks, i-SITE New Zealand Executive Manager. “i-SITE staff are the only travel professionals in New Zealand whose job it is to be an expert about the place they live in.

“This campaign is designed to make sure Kiwis know about and make use of this wealth of knowledge that’s on their back doorstep.”

Tourism New Zealand Chief Executive George Hickton says the focus on domestic audiences will help build the value of tourism to local regions.

“i-SITE centres have an important role to play in ensuring our visitors – both domestic and international – have the best possible experience while travelling New Zealand.

"By making Kiwis more aware of the i-SITE Network and encouraging them to seek local information, they may be encouraged to do more both in their own town and when travelling to different regions of the country. This will also help Kiwis become valuable ambassadors for New Zealand among their friends and families overseas and outside their own region.”

The campaign incorporates a range of online, outdoor and social media and will run through until January 2010.