Marketing & Advertising Executive
Instrumental in developing the Hawke’s Bay Wine Country brand
What I would do …
1. Define the roles:
Define and agree on the separate roles of the separate entities, both private and public, with the responsibility of marketing Hawke’s Bay. Ensure the whole is as seamless as possible and that each has a clear understanding of what their responsibility is – and perhaps just as importantly – what it is not.
2. Define the audience:
I think some tough calls need to be made on who we talk to and how. Again, the decision on who we don’t spend money on attracting is just as important as who we do. I would suggest for example that the small budget available should ‘cross no waters’. In other words, perhaps we focus exclusively on people currently in the north Island or planning to be here – be they New Zealand citizens or international travelers. The audience obviously needs further definition, but at least that strategy would ring fence where to find them.
3. Define the message:
This should filter down through points one and two. The further away – physically or emotionally – a potential visitor is from making a decision to visit Hawke’s Bay, the more consistent the messaging should be. As they get closer to booking and deciding specifically what to do, they should get increased awareness of the diversity. To start with the diversity is to start with confusion. Through all the layers, ideally there would still be consistency. And with an increasingly sophisticated and discerning travel market, we should do all we can to avoid looking cheap, childish, amateurish – or average.
If I were allowed a 4th, I would say …
4. Spend time not spending money:
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. While our budget perhaps should not cross any waters, our story certainly should.
As a final thought, I also would not move to the subsequent step until the preceding one had been completely resolved, agreed and locked in for at least the medium term. This should help avoid both wheel spinning and reinventing it.