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Today marks 14 days since the tragic earthquake in Christchurch. Media coverage in New Zealand continues to be significant, and although international coverage is not at the level it was, the earthquake is still making headlines, principally in Australia and throughout the Asian region.
You will have seen from the updates we have been putting out and the joint statement we released with TSG and TIA last week that the situation is continually evolving.
On Thursday the rescue efforts changed to one of recovery, and over the last few days there has been discussion in the media and elsewhere about the impact of the earthquake, not only on Christchurch, but on New Zealand. Yesterday, we were informed the National Crisis Management Centre is no longer advising against non-essential travel to Christchurch city.
This means we are in a position to strengthen the message that, while Christchurch city needs time to recover, New Zealand tourism is absolutely open and operating.
To date our role in providing information to media and trade has been to outline what is happening on the ground so that travel advisories, accommodation stock and alternate planning could quickly be referenced both in New Zealand and offshore.
In Australia we have issued 11 separate travel trade and media updates. We’ve been working directly with Australia-based tour operators to help quickly change itineraries for tours that were in the South Island, when the earthquake struck or soon after.
Up until now, the media coverage in Australia has dramatically covered the tragedy with vivid stories and pictures. Much of the media focus is now turning to economic and RWC impact, length of recovery for the region, and in some cases how Australians can support the recovery effort. We are also using this change in focus to align our new messaging.
I am conscious that in paying our respect we must also keep in front of those who are planning to visit, or considering a visit. This is why we adjusted our current marketing campaigns immediately after the earthquake. The needs of future travellers are still recognised and we have been preparing PR and campaign responses.
We are planning subsequent campaign activity with a strong destination message delivered across a wide variety of media channels. The window of opportunity for this communication is being worked through. We are also intending to strengthen all of the New Zealand 100% Pure You activity being undertaken in Australia and this will include stage two of the ski campaigns (stage one included earlybird ski offers).
While our approach in Australia is important, we are equally focussed on our activity in our other offshore markets. Our New Zealand 100% Pure You campaign launched globally and is building momentum in each of the main visitor markets and airline developments provide great opportunities.
I recognise there is more to do. I am acutely aware of the challenges the tourism sector – not just in Christchurch – is experiencing throughout the country as a consequence of the earthquake and we are focussed on doing everything we can, as quickly as we can, and as sensitively as we can to support the industry.
Kevin Bowler, CE Tourism New Zealand
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
