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100% Pure NZ enters new phase with “Beyond Convention"

For immediate release

12 September 2013

100% Pure New Zealand enters new phase with “Beyond Convention”

Tourism New Zealand is now marketing the country as more than just a holiday choice but also a world-class business events destination.

A business events-specific campaign, “100% Pure New Zealand – Beyond Convention”, was launched internationally this month and a newly revamped business events website was launched today.

International Business Events Manager Bjoern Spreitzer says Tourism New Zealand is making significant steps forward in the implementation of its business events strategy with key initiatives underway and the recruitment of a growing team of experts.

“The ‘100% Pure New Zealand - Beyond Convention’ marketing campaign is promoting the New Zealand business events offer using a group of key economic sectors as the focus for our message.

“While our campaign communicates New Zealand’s fantastic landscapes, welcoming hosts and world class venues, an additional focus is on talking directly to those sectors that New Zealand can deliver expertise and leadership to the rest of the world in.

“These include marine, aviation, agribusiness, health science, high value foods, and earth sciences.

“The campaign is focused on reaching associations, conference organisers and corporate decision makers in the key markets of the USA, China, Australia and South Asia.

“It delivers the message that an event in New Zealand goes far beyond the usual – with a range of unique experiences, set against stunning landscapes and welcoming people ready to host any event you desire.

“The campaign is also tailored to target the lucrative incentives market, where large corporates reward staff with an overseas experience.”

The additional activity comes after the government committed an additional $34 million to Tourism New Zealand for the promotion of New Zealand as an international business events destination over four years.

“We have recruitment underway to build teams in Australia, China, Singapore and North America which will bring our new and expanded team to 14,” says Bjoern.

“Their focus is on building relationships internationally and generating new business prospects that can be worked on with the New Zealand industry to convert into actual bookings.”

Tourism New Zealand is taking its business events offer to market with a presence at key trade shows such as CIBTM in Beijing, IMEX Las Vegas and Frankfurt, IT&CM Bangkok and Shanghai, and AIME in Melbourne.

There is also a programme of famils planned that will target trade and media from China, North America, Australia and South East Asia.

Note: ‘International business events’ refers to the sector of international travel for meetings, incentives, conventions and events.


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