In yesterday’s post, Venture Hawke’s Bay, HB Wine Country Tourism and some of our more political friends talked about how to market Hawke’s Bay.
Today we feature a few of the region’s professional marketers, as well as a two guys who successfully “sell” a couple of the Bay’s leading attractions … Art Deco and Mission Estate Winery.
Here are some excerpts from their observations in the May BayBuzz Digest (click their names to read their entire article.)
“In terms of promoting tourism, Hawke’s Bay is about events. BNZ Horse of the Year. Kelt Capital, GEON Art Deco Weekend, Deco Decantered. Mission Concert. Church Road Concert, Harvest Hawke’s Bay. Rugby. Basketball. Golf Masters. Plus business conferences.”
“From the standpoint of promoting economic development, I question whether local government agencies like Venture Hawke’s Bay have the right skills.” (Read more)
“The tourism sector therefore needs to develop sustainable tourism products and integrated promotional plans that deliver an exciting tourism offering. Product development needs to be executed in conjunction with service delivery criteria – that is, world class products with internationally accepted service levels.” (Read more)
“We need a strategy to make Hawke’s Bay much more newsworthy and much more sexy and exciting as a destination. This should be done through a combination of new events that have the potential to attract global attention, and a vibrant PR strategy to make it easier to attract the attention of international travel writers, magazines, blogs and programmes.” (Read more)
“It seems that tourism people feel the need to promote something that we would like HB to be, rather than the actual experience on offer here at present.”
“It is a crazy thing but many in the so-called “hospitality” sector just are not very hospitable! Those who let the side down are doing huge damage to the sector and undermine any marketing that is put in place.” (Read more)
“Understand what this region actually has to offer that provides a platform for sustainability and growth. That cannot be sunshine and lifestyle alone … wine and tourism cannot sit at the heart of our core marketing messages. Get to the heart of the commercial drivers and capabilities of this region, and work to its strengths.” (Read more)
“My view is that any organisation marketing a region needs to find the true difference that the region has to offer and drive that a hundred miles deep … and do so in a unique way.”
“There’s something very relevant and unique about every region. Not enough is done to ‘mine’ what that truly is; then often the articulation of it is superficial.” (Read more)
“The biggest risk facing Hawke’s Bay success in capturing tourists is lack of cohesiveness between those that are involved in promoting the Bay. Venture Hawke’s Bay needs to take a lead role, but other councils and tourism organisations need to be in the loop so that their own marketing tactics don’t conflict or mix our point of differences … they should complement each other.” (Read more)
And here again is my overview, Does Hawke’s Bay Deliver?
P.S. You can download PDF version of the May Baybuzz Digest here.