WESTERN MARKETS – MARKET UPDATE

The Past Year

• USA – summer holding, off season the challenge

• Canada – holding with prospects for growth

• South America – soft with RWC affect coming through

• LOS – 4th and 6th largest holiday markets• Brazil – a market for the future

Public Relations

“New Zealand draws new interest with 'Hobbit‘”

By Jayne Clark, USA TODAYMATAMATA, New Zealand–Ian Alexander remembers the day well. He

was watching a rugby match on TV when a knock came at the door. He opened it to find a location scout seeking permission to film scenes from Lord of the Rings on his sprawling sheep farm.

Trade Engagement

Tourism New Zealand – CreativePartnership Standard Flash Banners

Qantas Luxury

Air Tahiti JV

Air New Zealand JV

Marketing Communications

Market Segments USA

• Young Adventurers – 22-35 yrs• Hiking, outdoors & education

• Independent Explorers – 45-60 yrs• Hiking & outdoors

• Organised Tourers – 65+ yrs• Series coach & cruise

Key Focus - USA

• The Hobbit • Harness the power of popular culture

• Distribution• Consortia• Traditional & new distribution• Partnership for conversion

• Business Events• Aviation solutions

• United route launch• Dual & multi destination

Canada & South America

Canada• Up-weighted Canadian activity• Extension of current programs – PR, search & paid

media• Partnership work

South America• Focus on Brazil & Chile• Early commitment to activity• Ongoing trade engagement• Education & youth

Opportunities

• Value• Value conscious markets – incentives, wi-fi• Extra value – e.g. Groupon

• Service – expectations have not droppe

Attendees• Niche players • New Companies – MLT, REI, Solar• Old faces – new focus

• DUA – Air New Zealand Holidays• Journese