Local Govt | National News Video | Parliament Headlines | Politics Headlines | Search

 

Chinese Perception Changed By 3 + 2 Love Rotorua Campaign

Chinese Perception Changed By 3 + 2 Love Rotorua Campaign

ROTORUA, Friday April 27th 2012: The winners of a competition so popular that it caused the Rotorua tourism website to crash have been announced as New Zealand’s first Regional Tourism Organisation (RTO) consumer campaign aimed at Chinese New Zealanders draws to a close.

The 3+2 Love Rotorua campaign has been running for the last two months and Destination Rotorua Marketing (DRM) general manager, Oscar Nathan, says that while the competition has generated unprecedented interest and excitement, the big winner is the region.

“We launched 3+2 Love Rotorua on Valentine’s Day, inviting New Zealand Chinese to submit their dream three-day, two-night Rotorua itinerary in one of four categories: Family Fun, Luxury, Romance and Adventure. The prizes for the two winning itineraries were the best of both worlds - two return tickets to China, sponsored by China Southern Airlines, and a Rotorua holiday package.”

The two grand prizes were awarded to Shimin Gao from New Zealand and Min Yan from China.

DRM business development manager - Asia, Shelley Huang, says during the competition traffic to the Chinese language version of www.rotorua.co.nz peaked just after the launch, causing DRM to have to expand the site’s bandwidth to cope with demand. Interest continued, resulting in over 11,758 visitors to the site in the past eight weeks, a 648 percent increase when compared to the same time period last year.

News of the campaign spread through popular Chinese social media platform Weibo and from the total number of entries received, 15 percent were from mainland China. Website access via mobile devices overall increased by a whopping 4,035 percent during the campaign (827 visits compared to 20 during the same period last year), highlighting the Chinese communities’ love for accessing information via mobile technology.

Huang says DRM learnt a lot from the results of the campaign, which showed that Chinese-speaking demographics and interests are changing.

“The majority of entries were from 25-40 year old females with the most popular itineraries featuring family fun, romance and adventure activities with luxury following in a close fourth. The results also showed cuisine is an important part of the Chinese’ Rotorua experience, with 18 restaurants mentioned through visitors’ own research.”

Huang says she is pleased that the competition has helped to reach out to, and educate the 200,000 Chinese living in New Zealand about Rotorua.

“The campaign has helped to shift this market’s perceptions of Rotorua by bringing the countless number of activities and experiences our city has to offer to life.

“We hope as a result the knowledge and passion the Chinese have about Rotorua will grow ten-fold as it is shared with family and friends overseas.”

Huang says the insights gathered from the 3+2 Love Rotorua competition will now be used to better meet the values and interests of this important market. DRM also plan to utilise Weibo more as a result of its popularity with mainland Chinese during this campaign.

Destination Rotorua Marketing used a variety of Asian media to advertise the competition including www.skykiwi.com and www.istar.com, popular Chinese radio station AM936, The Chinese Herald, The United Chinese Press and World TV Limited.

ENDS

© Scoop Media

 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell: On Abortion Law Reform (And The US Electoral College)

Abortion is such a polarising issue that politicians commonly avoid it like the plague. Co-incidentally though, New Zealand and New South Wales are both trying to reform their abortion laws right now, at exactly the same time – and in our case, that reform is happening for the first time in 42 years.
This week at Parliament, a special select committee began taking public submissions on the legislation being proposed. More>>

 

PM To Japan, New York: Ardern To Meet Trump During UN Trip

“I’m looking forward to discussing a wide range of international and regional issues with President Trump, including our cooperation in the Pacific and the trade relationship between our countries." More>>

PM's Post-Cab: "A Way Forward"

At Monday's post-cabinet press conference, Prime Minister Jacinda Ardern announced a number of actions in response to the Labour Party's mishandling of sexual assault complaints. More>>

ALSO:

Gordon Campbell: On Allegations Of Left Wing Media Bias

“Left wing bias” accusations date back at least to the mid 1990s... The charge of left wing bias was ridiculous then, and is ridiculous now. More>>

Next Wave Of Reforms: Gun Registration And Licensing Changes Announced

“The Bill includes a register to track firearms and new offences and penalties that can be applied extraterritorially for illegal manufacture, trafficking, and for falsifying, removing, or altering markings – which are a new requirement under the Firearms Protocol.” More>>

ALSO:

Gordon Campbell: On Labour’s Mishandling Of The Alleged Sexual Assault

The focus of Labour’s alleged sexual assault scandal has now shifted from the party organisation to the Beehive... This is now a crisis of Beehive management and response, not something occurring at a distance within the party organisation. More>>

ALSO:

'History Rectified': Rua Kēnana To Be Pardoned

An official pardon for Tūhoe prophet and leader Rua Kēnana is one step closer after the Te Pire kia Unuhia te Hara kai Runga i a Rua Kēnana: Rua Kēnana Pardon Bill was read in Parliament for the first time today. More>>

ALSO:

Mental Health: Initial Mental Health And Wellbeing Commission Appointed

The Government has announced details of the initial Mental Health and Wellbeing Commission which will play a key role in driving better mental health in New Zealand. More>>

ALSO:

people outside the meeting house at WaitangiEducation: NZ History To Be Taught In All Schools

“We have listened carefully to the growing calls from New Zealanders to know more about our own history and identity. With this in mind it makes sense for the National Curriculum to make clear the expectation that our history is part of the local curriculum and marau ā kura in every school and kura,” Jacinda Ardern said. More>>

ALSO:

Sexual Assault Claims Mishandled: Labour Party President Resigns

Jacinda Ardern: “This morning I was provided some of the correspondence from complainants written to the party several months ago. It confirms that the allegations made were extremely serious, that the process caused complainants additional distress, and that ultimately, in my view, the party was never equipped to appropriately deal with the issue…" More>>

ALSO:

 
 
 
 
 

LATEST HEADLINES

  • PARLIAMENT
  • POLITICS
  • REGIONAL
 
 

InfoPages News Channels