United Kingdom
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Asia Pacific
Norfolk Island in new marketing drive
NORFOLK ISLAND – Norfolk Island, Australia’s closest and most accessible overseas destination, has totally revamped its tourism thrust to capitalise on opportunities arising from the global financial crises.
In the most wide-ranging changes yet, Norfolk Island Tourism has implemented a five-year tourism blueprint to broaden the island’s appeal, develop new product, upgrade service standards and streamline booking channels.
New initiatives in place or underway include a Marketing Partnership Programme with the 11 wholesalers selling Norfolk Island in Australia and increased focus on co-operative partnerships with wholesalers in New Zealand
It will also involve a rebranding of the destination to change the perception of the island in key target market segments and establishing Norfolk Island as a cruise destination.
The island will appoint a dedicated marketing manager to support the Marketing Partnership Programme and seek out new ways to promote Norfolk Island as an affordable and exciting holiday destination.
Tourism Minister Geoff Gardner said, “Large numbers of people are still looking for offshore breaks, but rather than fly to the US, Europe, Asia or even Fiji or the Cook Islands they will find that their dollars go further and they can stay longer on Norfolk Island.”
Norfolk Island Tourism general manager Terry Watson said the Marketing Partnership Programme would see at least $1m a year channeled into consumer advertising programmes to raise the island’s profile and promote holiday packages.
“Recent research shows that more than 80 per cent of our visitors book through the trade, so we are determined to protect and enhance our relationship with wholesalers and travel agents to keep these channels as open as possible,” Watson added.
Ian Jarrett
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