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Government Support To Boost America’s Cup Gains

The Government is committing another $3 million to help New Zealand realise the potential from hosting the America’s Cup.

Prime Minister Helen Clark and Minister for the America’s Cup Trevor Mallard made the announcement during a visit to Team New Zealand’s base in the Auckland Viaduct.

Today’s funding announcement is on top of the $5.6 million announced in May 2000 to assist Team New Zealand in its defence of the America’s Cup through an association with Brand New Zealand.

“Team New Zealand has not only been a wonderful ambassador for New Zealand but their success also had positive economic impact on the country. The government is determined that the enormous opportunities offered by the New Zealand’s second defence of the America’s Cup, are not lost,” Helen Clark said.

“Late last year I announced funding to help us maximise the potential from the Lord of the Rings trilogy. In a similar vein, hosting the second defence of the America’s Cup in New Zealand provides us with opportunities to promote New Zealand in ways that would otherwise not be possible.

“Ministers have therefore approved a number of activities that take advantage of these opportunities in the areas of trade, tourism, industry development and culture.

“This is a good investment for the country. The national pride which winning the last challenge created was evident following the historic win. But a report into the economic impact of the 1999-2000 America's Cup regatta shows that such large-scale events also have an economic spin-off that benefits the whole country. The Fairgray Report estimated that the event generated $640 million of economic activity in New Zealand.

“The government is keen to support activities that will enhance the potential from the next defence.”

Trevor Mallard said the range of activities included increased promotion in the home countries of the challenging syndicates as well as on the ground activities to help support the event itself.

“Offshore activities include carefully targeted marine sector supplements and seminars in conjunction with yacht clubs in the challenging syndicate countries which will promote both the defence of the America’s Cup as well as tourism, investment and trade opportunities, and New Zealand food and beverage.

“In just under two weeks’ time, some of the syndicates taking part in the Louis Vuitton will be racing against Team New Zealand in a key event building up to the America’s Cup. Tourism New Zealand and Trade New Zealand will be using that event to host up to 50 international journalists – mainly from travel and lifestyle publications in Europe, North America, Asia and Australia.

“This weekend sees the start of official government welcomes for the challenging syndicate. Making challenging syndicates feel welcome in our country is an important aspect of the success of the 2002/03 event. It will also help ensure that syndicates want to return to New Zealand for Team New Zealand’s next defence!

Other initiatives include
 funding business facilitators to work closely with regional tourism, business, economic development agencies, Maori business and cultural groups to help leverage development opportunities;
 provision of ongoing communications, facilitation and advisory services by a central government presence in Auckland;
 and funding for collaborative promotion and marketing of planned events to ensure New Zealand’s culture and heritage is prominent during the event.

“The defence of the America’s Cup promises New Zealand a further opportunity to revisit the success of the previous campaign,” Trevor Mallard said.


AMERICA’S CUP 2003 – Activities

Cabinet has approved funding of $2.9 million to America’s Cup related activities. Details of some activities are listed below. More announcements are likely later in the year

Business Facilitators
Two dedicated business facilitators working with regional tourism, business, Economic Development Agencies, Maori business and cultural groups, and America’s Cup personnel, to facilitate and follow up on regional and sector business development opportunities.

Marine Sector supplements
NZ marine sector supplements in carefully targeted marine industry magazines. The supplements will be aimed at increasing the exposure of NZ marine industry and America’s Cup to subscribers of prestigious and key yachting publications. They will also highlight the technical aspects of the industry like boat building and componentry.

Auckland based One-Stop Shop
An Auckland-based one-stop-shop is being established to facilitate greater access to information and advice on NZ and the event on behalf of government to help contribute to the overall success of the campaign.

Challenging Syndicate “Welcome” functions
Official welcomes for syndicate members, families and associates to Auckland. They will provide opportunities for syndicates and their sponsors to meet with government representatives and private sector contacts.

Superyacht “Welcome” packs
The development of Kiwiana/Pacifica themed welcome packs given to superyacht owners on their arrival in New Zealand to help create networking opportunities with high net worth individuals and consolidating business relationships with them.

International Media Programme for the “Road to the America’s Cup”
The International Media Programme has been expanded to bring about 40 tourism and trade journalists from syndicate related markets to NZ during February’s international regatta. This will result in increased media publicity for the America’s Cup 2003 event 9 months out and positive equivalent advertising value. It will help with business connections made with marine sector exporters due to publicity and raise New Zealand’s profile internationally

Seminars in challenger syndicate markets
Seminars or presentations in the United States and Europe to promote the America's Cup, New Zealand Investment, Trade, Tourism as well as food & beverage. They’ll be aimed at increasing tourist numbers in and around the event as well as the identification of and networking with high net worth individuals. They will help facilitate business connections, showcase key export sectors, and promote travel packages to the event.

Co-operative travel promotion in Europe and USA
Co-operative advertising and promotion of America’s Cup travel packages with partners in the United Kingdom, France, Sweden, Switzerland, Italy and the USA. These are aimed at increasing travel to the America’s Cup event; expanding advertising exposure of NZ in key syndicate markets and providing new distribution outlets for NZ travel and tour operators

Innovation Symposium - February 2003
A one-day event to showcase New Zealand’s innovative sectors like applied technology, biotech, and film. It will help facilitate networking opportunities between high net worth individuals and NZ business sector and provide for potential investment opportunities with those high net worth individuals in Auckland for the America’s Cup and Millennium Regatta.

Co-ordinating a cultural programme for the duration of the America’s Cup racing for visitors
There will be co-ordination and promotion of planned events as part of a cultural programme. It will be aimed at marketing New Zealand arts and culture to an international audience, engaging New Zealand arts and culture with new audiences and promoting the New Zealand identity as a Pacific Nation with strong cultural traditions and innovative contemporary practice. It also has the potential to generated increased sales revenue for NZ cultural and arts sectors

Global Brand Association with Line 7
Co-operative brand association advertising and in-store promotion of Team New Zealand, Line 7 and New Zealand as a holiday destination using Line 7’s distribution in Australia, UK, Italy and Germany. It will provide for the increased exposure of New Zealand to fashion consumers and the opportunity to undertake travel promotions in-store.

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