Rotorua Advertising Campaign

Response

Sent: Thursday, 20 March 2025 2:46 pm
Subject: Rotorua Advertising Campaign - Official Information Request

I refer to your LGOIMA request of 24 February 2025 regarding the recent television advertisement featuring Rotorua Mayor Tania Tapsell.

Please find below the information requested for each item:

Question 1:

The total cost of producing and broadcasting this advertisement broken down by relevant cost.

Answer:

Question 2:

Which sources of funding were used for this advertisement, including allocation of private, taxpayer and ratepayer funding.

Answer:

RotoruaNZ undertook a strategic planning process in 2024 to clearly define our tourism objectives, supported by extensive analysis of tourism spend and visitor arrivals data. The detailed data informing these objectives can be accessed publicly via the RotoruaNZ website.

RotoruaNZ tourism objectives - data and research - (RotoruaNZ.com)

The strategic objectives are as follows:

Improve local and domestic perception of Rotorua.

• Strengthen off-peak visitation.
• Focus on key markets, notably:
• Shift domestic/international spend ratio to 60:40 (from previously 50:50).
• Convert day visitation into overnight stays.
• Enhance the in-destination visitor experience.
• Develop a sustainable tourism funding approach.
• Improve internal processes.

1. Auckland
2. Australia
3. Waikato
4. Bay of Plenty (BOP)
5. Wellington (specifically business events)
6. Christchurch (air connectivity)

Following the establishment of these objectives, the Auckland market emerged as Rotorua’s primary focus due to its significant potential economic impact, ability to improve local and domestic perceptions of Rotorua, and its potential to enhance off-peak visitation.

To further understand and maximise this market opportunity, RotoruaNZ engaged a research company – One Picture – in 2024 to undertake a detailed analysis. The research was conducted in two phases:

1. Identifying market potential and perception barriers.
2. Assessing economic opportunities through targeted segments.

This research, undertaken by specialist providers, is commercially sensitive and remains confidential. However, the findings and recommendations were shared with local Rotorua tourism operators.

The key insight from the research identified a substantial opportunity in attracting Auckland-based couples seeking luxury experiences—a segment previously under-served and unfamiliar with Rotorua’s offerings. Based on these findings, our advertising strategy was developed to specifically engage and attract this audience.

Campaign strategy development

• Client / agency engagement: there were 2 rounds of presentations, feedback and strategic amends on the brand and campaign strategy between the client (RotoruaNZ) and the agency (jnr.)
• Board engagement: there were 2 rounds of presentations, feedback and strategic amends on the brand and campaign strategy between the Board of RotoruaNZ, the client (RotoruaNZ), and the agency (jnr.)

Campaign idea development

• Client / agency engagement: there were 4 rounds of presentations, feedback and creative amends on the campaign idea between the client (RotoruaNZ) and the agency (jnr.)
• Board engagement: there were 2 rounds of presentations, feedback and creative amends on the campaign idea between the Board of RotoruaNZ, the client (RotoruaNZ), and the agency (jnr.)
• Mayoral Office engagement: there were 2 rounds of presentations, feedback and creative amends on the campaign idea between the Mayoral Office (Tania Tapsell), client (RotoruaNZ) and the agency (jnr.)

Final TV commercial process

• Client / agency engagement: there were 2 rounds of presentations, feedback and amends to the TV commercial between the client (RotoruaNZ) and the agency (jnr.)
• Board engagement: there was 1 round of presentation, feedback and amends to the TV commercial between the Board of RotoruaNZ, the client (RotoruaNZ), and the agency (jnr.)
• Mayoral Office engagement: there was 1 round of presentation, feedback and amends to the TV commercial between the Mayoral Office (Tania Tapsell), client (RotoruaNZ) and the agency (jnr.)

CAD approval process

• Agency engagement: the TV commercial was submitted to the Commercial Approvals Bureau of New Zealand (CAD) on 6 February, 2025 was approved as a 'G' general classification on CAB approval number #50207007
• Please see attached CAD delivery report - (PDF, 47KB)

Question 3:

The intended or projected outcomes of this advertising campaign, including any assessments of its effectiveness.

Answer:

Long term objectives of the campaign:

• Increase consideration among our target audience, by forcing reappraisal for the region
• Drive visitation of target audience to the region
• Increase spend during their stay in the region
• Deliver balanced and positive media coverage to create buzz and generate earned media opportunities

Short term campaign objectives:

Attention metrics:

• Spontaneous and prompted awareness of the ‘Go on a Robe Trip’ campaign
• Engagement metrics on Social
• Awareness of Rotorua as a domestic holiday destination (especially for couples)
• Perception changes of Rotorua

Behavioural metrics:

• Website/landing page traffic
• Online searches for ‘Rotorua’ and our Operators
• Consideration of Rotorua as a domestic holiday destination (especially for couples)

Commercial metrics:

• Visitors to Rotorua (hotel bookings, etc?)
• Visitor activity/bookings in Rotorua
• Visitor spend in Rotorua

The assessment of the campaign against the stated objectives will occur following the conclusion of the campaign activity.

Question 4:

Copies of all adverts created by this campaign.

Answer:

A Dropbox link for the advertisements was provided.