Beyond Belief – Fiordland targets domestic visitors with call to experience their own backyard

Beyond Belief – Fiordland targets domestic visitors with call to experience their own backyard

While tourism businesses scramble to adapt to the domestic market in the wake of Covid-19, Fiordland’s regional tourism organisation could argue its one step ahead of them all.

Destination Fiordland has always been justifiably proud of its operators and attractions in the lakeside townships of Te Anau and Manapouri, and the raw majesty of Fiordland National Park’s glacier-carved fiords and rugged mountains.

But with many visitors starting and finishing their Fiordland adventures in Queenstown, making a quick pit-stop in Te Anau, the tourism organisation embarked on a brand refresh in October last year.

The goal? To shout loud and clear from those mountaintops that Fiordland exemplifies all that’s good about New Zealand and is a destination in its own right, where locals value their visitors and ‘walk the talk’ about maintaining the world-class natural environment for generations to come.

The new brand ‘Fiordland – Beyond Belief’ was revealed to operators this week, setting out to target domestic travelers from day one and positioning Te Anau as ‘base camp’, while opening the eyes of international visitors to the fact there’s so much more to Fiordland than Milford Sound.

“The launch of our new brand comes at a challenging time, where fortune favours the bold,” says Destination Fiordland manager Madeleine Peacock. “Our challenge was to find a positioning that reflects all this majesty and helps drive visitation by making Fiordland a unique, inspiring, authentic and unmissable part of Aotearoa New Zealand, a place worth visiting.

“Fiordland is a must-see for international visitors but even last year we could see the untapped potential of domestic visitors. We clearly have a job to do at home, and this is a great start.”

Ms Peacock says ‘Fiordland – Beyond Belief’ conveys the scale, grandeur and mind-blowing nature of the area, and applies to everything on offer from the people who call Fiordland ‘home’  to the quality of experiences, accommodation and food, and a deep sense of connection with the environment .

“Our research has identified Kiwis desire to connect with nature, looking for real world experiences in their backyard, connecting with natural environments and ensuring those environments will be protected for generations to come – it’s about who we are as Kiwis.

“Doubtful and Dusky Sounds, the Great Walks and Lakes Te Anau and Manapouri have to an extent been hiding in the shadow of Milford Sound, however these areas are equally as impressive.”

Kerri James, owner operator of award-winning five-star accommodation provider Radfords On The Lake, says she’s “absolutely delighted” with the new brand.

“People down this way epitomise Southern hospitality, and ‘beyond belief’ is the perfect fit to describe Fiordland and everything we have to offer,” she says.

Fiordland Outdoors owner operator Christine Wallace says the brand is in “perfect synergy” with the high-value experience that Fiordland offers.

“The brand communicates a premium location and offering that’s very much in sync with what we do here. It’s very timely when all regions around New Zealand are being considered by domestic travelers,” she says.

Jodi Williams, Air New Zealand’s General Manager Global Brand and Content Marketing, says Air New Zealand has a special connection with Fiordland through its work with DOC to bring back birdsong on the Great Walks, three of which are located in Fiordland.

“Fiordland Beyond Belief helps position Fiordland as a world-class destination, famous for its majestic scenery, and has inspired me to visit this unique and special part of New Zealand,” she says.

Operators are currently being encouraged to incorporate the ‘Beyond Belief’ brand and associated imagery into their marketing and a new website is expected to launch within the next two months.

Read More

Adventure Tourism Operator, Experience Co., Inks Cross-Tasman Deal with IBIS Technology

In a signal of confidence in the post COVID-19 recovery of the tourism sector, Experience Co. Ltd (ASX:Exp) announced today it has selected Queenstown-based IBIS Technology as its tourism business systems software provider for the company’s skydiving operations in both New Zealand and Australia.

The new relationship marks IBIS Technology’s first major reservations, operations and e-commerce software customer overseas.

Experience Co. is New Zealand and Australia’s leading Skydive operator with three skydiving businesses in NZ’s Southern Lakes region, including the world renowned NZONE Skydive, Skydive Southern Alps and Skydive Wanaka.

The company also offers tandem skydiving in 13 locations in Australia and several marine based operations in Far North Queensland.

John O’Sullivan, CEO of publicly-traded Experience Co seeks to ensure the company emerges from COVID-19 stronger than ever.

“Now is the time to reconsider how we are operating our businesses to both streamline operations and improve the holistic experience of the customer with our brands,” he said.

“After a thorough review of tourism business operations systems available in our markets, we chose IBIS because of its integrated ‘whole business’ functionality and 22 years of committed customer support. The IBIS team has deep knowledge of the skydiving and tourism industry and they’re very passionate about that. I look forward to working together as partners with IBIS to help us rebuild New Zealand and Australian adventure tourism in a way that strengthens both our business and the customer experience.”

Founder and CTO of IBIS Erik Bradshaw commented, “We’re excited about the opportunity to work with the brilliant team at Experience Co., both here in NZ and as one of Australia’s largest tourism businesses.”

Bradshaw continued, “IT systems are a mission-critical part of our customers’ success. Recognising this, IBIS has taken a financially conservative approach to managing our own business so that we can be a solid partner to Experience Co. and other customers in these challenging times.

Coming out of the COVID-19 crisis, our goal is to provide tourism and leisure operators the flexibility and tools to respond nimbly to changes in market conditions, from unexpected downturns to re-thinking pricing, scheduling, product offerings and partners.”

Experience Co. will implement IBIS systems this winter, giving staff time to ‘settle in’ before the tourism visitor numbers begin to climb to their new normal.

IBIS Technology has been designing tourism business management solutions for the New Zealand tourism industry since 1998.

Fully NZ-owned and operated, the company has grown from its early start in reservations software to offering an integrated platform for online and direct reservations, admissions, point-of-sale, e-commerce, accounts management and reporting for tourism and leisure businesses large and small.

As the leading tourism business management software company in New Zealand, IBIS focuses on partnering with its clients to ensure that its software and services add value, improving both business and customer experience results.

Experience Co. is an adventure tourism company founded in 1999 in Wollongong, New South Wales, with the vision of now becoming the largest and most respected adventure tourism company in the world.

In Australia, Experience Co. owns and operates Skydive Australia along with several marine and tour businesses operating in Far North Queensland, while in New Zealand they run NZONE Skydive, Skydive Wanaka and Skydive Southern Alps.

 

Read More

‘Koha for kiwi’ – Queenstown’s Kiwi Birdlife Park appeals for visitors

‘Koha for kiwi’ – Queenstown’s Kiwi Birdlife Park appeals for visitors

Queenstown’s Kiwi Birdlife Park usually attracts thousands of visitors every year, and is recognised nationwide for its conservation success stories.

And now it needs New Zealand’s help.

After 34 years of operation, and with the same family at the helm, its international visitor numbers have dried up. Like many others it is targeting its domestic and local markets with great deals and packages to help keep the doors open and wildlife programmes running.

And for the month of June it’s launching an innovative ‘Koha for kiwi’ programme to help raise awareness and keep the wolf from the door.

The Kiwi Birdlife Park is a national treasure — it holds and displays over 23 species of native wildlife as part of nationally-managed programmes, takes part in a number of breed-for-release programmes, and has planted over 18,000 native plants providing essential food and shelter to wild native birds.

Park owner and director Paul Wilson says he is “painfully aware” that tourist numbers will be “very, very low” in the coming months.

“While it’s scary to open the gates for koha donations only in June, we recognise that we need to raise awareness of who we are and what we do with New Zealanders who’re being encouraged to explore their own backyard. We have a product that we are very proud of and this is a great opportunity to share it with as many Kiwis as possible.

“We’re not a government funded facility and are completely reliant on visitors and souvenir sales to fund our conservation efforts, while providing the highest level of care for our endangered native wildlife.

“A few months ago we completed a $1million state-of-the-art new kiwi house but partially because of the Covid situation we’re struggling to get the revenue we need to pay for a significant part of the building cost.

“We visited every kiwi house in the country to make sure we built the best, and now have the largest kiwidisplay house of any Park in the country. Four of our kiwi are scheduled to be released into the wild over the next few months, but we keep some breeding pairs to add to this vital programme.”

The park is the first New Zealand facility accredited by Australasia’s Zoo and Aquarium Association for providing ‘positive animal welfare’.

KIWI BIRDLIFE PARK HISTORY

Nearly forty years ago, a Queenstown-based garage owner had an unlikely ‘vision’ – to build the resort town’s first birdlife and conservation park on an overgrown piece of wasteland.

Invercargill-born Dick Wilson and his wife Noeleen moved to Queenstown in the 1950s and opened their first garage and shop in Frankton. Twenty years later, Dick, a remarkable visionary, realised customers were asking where they could see New Zealand’s famous icon the kiwi.

An animal lover who was passionate about nature and native wildlife, he knew a piece of land was being used as a dumping site for old cars and rubbish on the edge of town. He applied to the Lake County Council to lease the land and was granted the lease for the land and use of a natural spring in the early 1980s. He was 57 years old when his dream project was given the green light.

After removing several tonnes of rubbish, fencing the entire area, clearing 2m-high blackberry and broom canes, building ponds and removing about  100 huge pine trees, Dick and son Paul built aviaries, the first Kiwi house and a ticket office, planting 10,000 native trees.

They contacted the New Zealand Wildlife Service (now Department of Conservation) to see how they could go about sourcing some birds, and two long and hard years later officially opened for business on January 13th1986. The park is still owned by Paul Wilson and his wife Sandra.

Read More

Local Charities set to benefit from Rotary Relationship

Local Charities set to benefit from Rotary Relationship

Four local charities are set to benefit from the Rotary Club of Queenstown’s relationship with the New Zealand Open which was held earlier this year.

For the 101st New Zealand Open held in late February this year, the Rotary Club of Queenstown stepped up their involvement with the tournament to manage car parking across both Millbrook Resort and The Hills for all four days of the tournament.

In return, the tournament donated the proceeds from the Car Parking to the Rotary Club to distribute amongst the local community.

Tournament Chairman John Hart couldn’t be more pleased to see the money collected will be going to help locals in the Queenstown and Central Otago region.

“We love working with the Rotary Club of Queenstown, they are a great group of volunteers to donate their time to help others”

“We were more than happy to extend our relationship with the Rotary Club and give them an opportunity to raise funds for these local charities” said Hart.

The Rotary Club of Queenstown has earmarked the funds raised from the 2020 New Zealand Open to be distributed between the Rural Education Activities Programme, Queenstown Harvest Gardens, Hospice Southland – Queenstown Palliative Nurse and the Wakatipu Youth Trust.

Chris Taylor, Club Secretary of the Rotary Club of Queenstown believes that the New Zealand Open is a huge asset to the local community and loves being apart of the international event.

“Apart from generating business locally, for both small and large business operators, it generates a significant sense of community spirit as evidenced by the large number of locals who give their time voluntarily to assist with the events success”

“Queenstown Rotary Club members make up only a small part of the tournaments volunteer army which help provide a significant opportunity to market Queenstown and its environment internationally” said Taylor.

The Rotary Internationals motto is “Service Above Self”.  Its members gain satisfaction from serving their community in areas where it is needed most. In doing so, they develop a spirit of camaraderie and comradeship which permeates the club.

“The symbiotic relationship between the New Zealand Open and the Rotary Club of Queenstown provides the tournament with assistance while at the same time the Rotary Club is assisted in achieving its objectives in providing both financial and physical assistance to the community where it is most needed“ said Taylor.

The intention is for funds raised at the 2020 New Zealand Open is to assist less advantaged individuals/groups in the local Wakatipu community. More information on the local charities who are set to benefit from this year’s tournament as well as the Rotary Club of Queenstown can be found below.

Rotary Club of Queenstown: queenstownrotary.co.nz
Rural Education Activities Programme:  southernreap.co.nz
Queenstown Harvest Gardens: harvestgardens.nz
Hospice Southland – Queenstown Palliative Nurse: hospicesouthland.org.nz
Wakatipu Youth Trust: wakatipuyouthtrust.co.nz

 

CONTACT: Mike Hadnett – [email protected] +64275493222

Follow the New Zealand Open:

nzopen.com | Facebook | TwitterInstagram

About the 102nd New Zealand Open

The tournament is one of New Zealand’s leading sporting events with a long and prestigious history. It was founded in 1907 and will be played for the 102nd time between 25 and 28 March 2021.

The tournament is a co-sanctioned event on the PGA Tour of Australasia and Asian Tour schedules and also has a partnership agreement with the Japan Golf Tour

A professional field of 152 players will play the first two rounds alternately at Millbrook Resort and The Hills before the second round cut of 60 plus ties. The final two rounds will be played at Millbrook.

The New Zealand Open Champion will be the leading player after 72 holes of strokeplay

The tournament also hosts 152 amateur players, each partnering with a Professional in a two-man best-ball event, competing for the NZ Pro-Am Championship.

About the PGA Tour of Australasia

As one of the leading Professional golf tours worldwide, the PGA Tour of Australasia is the elite tournament destination for Professional golf in Australia, New Zealand and the South Pacific.

All tournaments on the PGA Tour of Australasia carry Official World Golf Ranking points. The PGA of Australia sanctions around 300 tournaments across the Australasia region offering a total prize pool in excess of AU $12 million.

The PGA Tour of Australasia is a founding member of the International Federation of PGA Tours. The International Federation is responsible for generating funds for the worldwide development and expansion of the game and the management and sanctioning of prestigious tournaments including the World Golf Championships and the World Cup of Golf.

Also, visit us at: pga.org.au | Facebook | Twitter

 About Asian Tour

As the official sanctioning body for professional golf in Asia, the Asian Tour leads the development of professional golf across the region, enhancing the careers of its members while maintaining a commitment to the integrity of the game.

The Asian Tour, through its membership of the International Federation of PGA Tours, is the only recognised pan-Asian professional golf tour in Asia. The Tour is officially recognised by the Official World Golf Rankings and provides its events with valuable ranking points for participants to be recognised on the world stage.

Tour Partners include Rolex (Official Timekeeper), Panasonic (Official Consumer Electronics), Habitat for Humanity (Official Sustainable Development Partner), Titleist (Official Web Partner), FootJoy (Supplier), Wall Street Journal (Official International Media Partner) and Sentosa in Singapore, Home of the Asian Tour which also has an office in Kuala Lumpur. The Tour is an affiliate of The R&A.

Also, visit us at: asiantour.com | Facebook | Twitter

Read More

TESTIMONIALS