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  • Middle earth top spot for tourists

    The famous ‘filmscapes’ of Middle-earth which feature in Sir Peter Jackson’s The Hobbit: An Unexpected Journey have played a number one role in boosting tourism to New Zealand, in line with new figures.

    A 10 per cent increase in international visitors from January through to April compared with the identical period last year shows the impact The Hobbit is having on increased motivation and arrivals, says Tourism New Zealand Chief Executive Kevin Bowler.

    Survey results show 8.5 per cent of tourists cited The Hobbit as a explanation for their visit and 13 per cent took part in some sort of hobbit-themed tourism corresponding to visiting a movie set.

    100% Middle-earth, 100% Pure New Zealand
    Tourism New Zealand’s investment in marketing New Zealand’s association with The Hobbit Trilogy was paying off, said Bowler.
    “Information gathered from three separate research sources is de facto beginning to present a favorable picture for the rustic because of The Hobbit Trilogy and our 100% Middle-earth, 100% Pure New Zealand campaign.

    The results coincide with the discharge of the trailer for Film 2 – The Hobbit: The Desolation of Smaug – which features additional New Zealand landscapes and holds some surprises for fans, in accordance with filmmakers. The movie will premiere in L. a. this coming December.

    The Hobbit: An Unexpected Journey
    When the primary instalment within the trilogy, The Hobbit: An Unexpected Journey premiered in Wellington on 28 November last year, the eyes of the movie world were on New Zealand.

    Around 100,000 fans turned out to work out the film stars walk the red carpet and greater than 200 international media covered the highly-anticipated event. Film one earned just a little over $1 billion on the box office. The DVD of The Hobbit: An Unexpected Journey, which included a unique feature of the solid on location in New Zealand during filming, sold nearly 1000000 copies throughout the first week on sale.

    Filming passed off over 10 weeks in 40 locations throughout New Zealand for The Hobbit Trilogy and visitors can experience the fact of the locations through numerous different experiences – from visiting the particular film set of Hobbiton to canoeing down the river where the ‘dwarves in barrels’ scene was shot.

    Middle-earth monitoring
    Fan interest in Middle-earth was monitored by Tourism New Zealand because the launch of the 100% Middle-earth, 100% Pure New Zealand campaign in August 2012.

    Tourism New Zealand questioned ‘Active Considerers’ in seven key markets and 82 per cent of these who responded said the center-earth campaign increased their interest in New Zealand, and 73 per cent stated it improved their opinions of recent Zealand.

    As well because the 10% increase in overall visitors, holiday arrivals from america, a key target audience for the center-earth campaign, were up 23 per cent at the same period last year, said Bowler.

    “This increase in holiday arrivals perfectly coincides with the discharge of the primary Hobbit film and a major increase in our efforts to advertise New Zealand as a vacation destination off the back of it.”

    He said the target of Tourism New Zealand’s Middle-earth marketing was to offer additional motivation and reason to transform potential travellers’ interest in New Zealand, into a real booking. “And it’s working!” says Bowler.

    Spectacular landscapes and scenery
    The most dominant reason to think of a trip to New Zealand remains “spectacular landscapes and scenery” which was referenced by 46.7 per cent of surveyed visitors. The Hobbit rates alongside ‘getting lots on flights’ at 8.8 per cent, demonstrating the flexibility of the relationship between New Zealand and Middle Earth.

    13.2 per cent of international visitors over January to March took in a Hobbit experience while in New Zealand, including group tours specifically visiting film sites or visiting the Hobbiton movie set.

    Bowler says leveraging The Hobbit Trilogy continues to add heavily in Tourism New Zealand’s new three-year business plan with the continued use of the 100% Middle-earth, 100% Pure New Zealand campaign with significant events being planned for the international premieres of flicks two and 3.

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  • News: Branson launches Virgin Atlantic domestic services in Scotland

    Sir Richard Branson has landed in Edinburgh to celebrate the launch of Virgin Atlantic’s first ever domestic service, Little Red.

    The new airline will carry as much as 1000000 passengers a year, create 375 jobs within the UK and generate £75 million in visitor spend for the Scottish economy.

    Almost 30 years after starting his long haul service to shake up a stagnant monopoly market, Branson is now bringing that challenge to UK air travel by restoring competition on three routes that have faced a monopoly because the takeover of bmi by British Airways’ parent company IAG.

    Little Red might be flying 26 domestic flights an afternoon on Heathrow flights to and from Manchester, Edinburgh and Aberdeen.

    The launch will bring greater choice for consumers, with wider flight schedules, and competition in prices.

    Virgin Atlantic is currently offering tax and charge only fares for travel on Little Red in May and June as a distinct celebratory rate.

    Branson, president, Virgin Atlantic said: “Today marks the beginning of an exhilarating new chapter in Virgin Atlantic’s history. Our product, service and flair are known within the world, and we’re thrilled to be bringing that to domestic flying.

    “Virgin Atlantic Little Red is your next step on our exciting journey, allowing us to present a more connected network to be able to deliver sustained and effective competition at home and around the globe.

    “We’re really waiting for welcoming on board millions of passengers between Heathrow, Manchester, Edinburgh and Aberdeen and to restoring consumer choice at these routes.”

    It was on the UK’s busiest route of London Heathrow to Edinburgh that Sir Richard officially celebrated Little Red’s arrival.

    Greeted by deputy first minister Nicola Sturgeon, the airline confirmed its commitment to Scotland and said it expects to bring 1 / 4 of 1000000 visitors to the rustic – generating £75 million in revenue for the economy.

  • Brand USA announces new agent training platform

    Brand USA, the official tourism marketing organisation for america of America, today announced the launch of a brand new online agent training program for the united kingdom and Ireland. The united states Discovery Program is an internet learning tool to enable the travel industry within the UK and Ireland to sell this land like never before.

    Housed at www.USADiscoveryProgram.co.uk, agents can find straightforward information on regions and U.S. states and territories, in addition to experiences and holiday themes to offer an holistic overview of the us as a destination and to enable cross-selling on all aspects of sales to the usa of America.

    Agents can take interactive quizzes to become USA Specialists, and receive award badges as a recognised qualification of experience. America Discovery Program aims to aid agents learn more in regards to the USA as a vacation destination, both relating to this vast and sundry country and it’s regions, states and territories, in addition to specialist holiday experiences, akin to winter sport, fly-drive and family holidays.

    The online learning environment allows agents complete flexibility within the course, learning of their own time, at their very own pace. There are five regional tests that must be completed before moving onto the specialist modules, that are more experience based. It’s when agents pass these quizzes that they become a USA Specialist, which includes a USA Fly-Drive Specialist or a USA Great Outdoors Specialist. This system has launched with three Specialist experience modules – Big City Buzz, the nice Outdoors and Winter Sports; over the arrival months further modules, including Foods and drinks, Music/Heritage/Culture, Fly-Drive, Coastal Escapes and Family can be added.

    The social side of the innovative platform can be of benefit to agents. America Discovery Program’s social functionality integrates with Facebook and Twitter, in addition to being a web forum where agents can become a part of a community, sharing knowledge, asking questions and interacting with their peers. Members may also be ready to enjoy exclusive live events and webinars with partners direct from the us. From video training sessions to live Q&As, there’ll always be something new to verify agents are kept modern with the most recent from the usa of America. Other perks of this system for agents include receiving invitations to wait exclusive events, roadshows and chances to take part in familiarisation trips to the us, equivalent to the logo USA Megafam.

    Through this system, Brand USA aims to boost awareness of the united states to frontline staff and to spotlight the range of holiday experiences, ensuring America is top of mind when speaking with customers. Brand USA’s objective in-market is to rekindle the holidaymakers’ love affair with America – reclaiming the USA’s share of the market and positioning the rustic as a various destination with near limitless experiences still to be explored. By highlighting the rustic as a fresh and unexpected destination, with welcoming and friendly locals, Brand USA’s intention is to advertise the U.S. because the world’s leading tourism destination for UK and Irish visitors.

    “We are incredibly excited to be launching this innovative and interactive online training course. We are hoping america Discovery Program will provide agents with the data and abilities had to sell the us more effectively to their customers,” said Chris Thompson, President and CEO, Brand USA. “By making a platform that permits Brand USA to chat on to the agents we are hoping to offer them a voice to deliver feedback on what they might find useful in future modules. This ever-evolving and developing program has vast opportunities for both agents and U.S. partners to have interaction, and we glance forward to working with them to give the support and tools they have to sell this land, like never before.”

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  • Hyatt Regency Dallas announces completion of $50m renovation

    Hyatt Regency Dallas announced completion of the $50-million makeover and upgrade of its 1,120 guest rooms, bathrooms and corridors, lower than a year after construction began and just in time to celebrate the 35th anniversary of the hotel. Dallas-based Woodbine Development Corporation, original developer and asset manager of the hotel and adjoining landmark Reunion Tower, managed the project.

    Seeking to capture the identity and personality of “new Dallas,” while aligning with the hotel’s timeless exterior, the team of EDG Interior Architecture and Design and CamargoCopeland Architects took a creative and interpretive solution to creating the hot sleek, sculptural guest-room design.

    The re-designed and re-configured rooms offer different options for both work and relaxation, incorporating a lounge chair for reading and watching television, a cozy desk chair, and a chaise lounge where guests can stretch out and luxuriate in the town skyline views or the Texas sunset. To boot, a sculptural, metallic wall screen extending from the headboard and a linear “river mirror” made from an abstracted image of the Trinity River replaced traditional framed art. The mirror integrates with the clean-lined taupe-finished millwork wall. The framed, flat-screen, high-definition TV is flanked by a satin-lacquered tower that offers a tidy storage unit for room accessories.

    A richly colored landscape image featured inside the art mirror is also woven into the hotel corridor carpeting. The carpet combines with new sidelight towers on the door drops to create a warm, glowing “candlelight” effect within the hallways. New graphics, signage and a state-of-the-art swipe entry system are also included inside the transformation. The guest-room entry transitions from ceramic tile to neutral-colored carpet that includes a tailored, urban pattern. The completely transformed bathroom is accessed via sliding, modern “barn doors” and features a backlit mirror, a latest, freestanding vanity and an art collage of Dallas-inspired imagery screen-printed onto metal.

    “This hotel has become an iconic portion of the Dallas skyline because the first guest checked in here on April 22, 1978. We wish to celebrate that, but together we’re always looking forward,” said Fred Euler , general manager of Hyatt Regency Dallas. “And our new ultra-modern guest rooms not just reflect our city, but in addition they make our guest experience the foremost high-tech and elegant in North Texas.”

    Clark Contractors, based in Little Rock, Ark., managed the phased construction project. The Dallas office of Neil Locke & Associates provided FF&E procurement.

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  • News: Expedia rolls out luggage tag campaign

    Expedia’s is launching a luggage tag campaign, which uses airport luggage tag IATA codes to create travel related messages.

    Fans of the Expedia.co.uk Facebook page can create their very own code combinations, using over 9,500 available IATA codes. Individual combinations and messages may be shared with friends, with stand-out creations having the likelihood to add as portion of the continued advertising campaign and win a vacation.

    Each week, a submission chosen at random will win a £250 holiday voucher and on the end of the four week campaign the fan with the phrase most creative and relevant to travel will win a £2,000 Expedia holiday, and can see their combination changed into an above-the-live advertisement.

    “With thousands of IATA codes to choose between, there are such a lot of funny and travel-related combinations that may be made three letters at a time. At one point we had over 30 combinations mocked-up, but not them all can make the cut,” said Rebecca McKee, Senior Marketing Manager, Expedia.co.uk.

    The luggage tag creative, inspired by copywriter Jon Morgan and art director Mike Watson at Ogilvy & Mather,  offers strong opportunities for more responsive and tactical advertising.

    Next month, 100 weather-enabled Digital 6 sheet posters could be introduced, showing luggage tag phrases in keeping with the elements, e.g. GRY SKY for bad weather and ELO SUN inside the rare occasion of the British summer turning up. This activity will support the LAT-ERS and HOP-ORF tube gate takeovers which have taken place at 10 London stations including Waterloo, King’s Cross, London Bridge and Euston, in conjunction with strategic media buys in print and online media.