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Royal Tour Media Coverage Value

LJ Holden made this Official Information request to New Zealand Tourism Board

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From: LJ Holden

Dear New Zealand Tourism Board,

In a media article for Radio New Zealand's Checkpoint program, Tourism NZ's General Manager of Public Relations and Major Events, Lauren Vosper, stated that the 2014 Royal Tour by Prince William and his wife Kate was worth $70m to New Zealand in "media coverage":

https://www.radionz.co.nz/national/progr...

My requests under the Official Information Act is for:

- the breakdown of the value of the "media coverage" that makes up the $70m figure quoted by Tourism NZ;
- the method used by Tourism NZ to determine the media coverage value.

Yours faithfully,

Lewis Holden

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From: LJ Holden

Dear New Zealand Tourism Board / Tourism NZ,

I have not had any feedback on my request. You are required by law to respond promptly to OIA requests.

I look forward to your response.

Yours faithfully,

Lewis Holden

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From: Candice Johanson
New Zealand Tourism Board

Hi Lewis

Unfortunately, we do not have a record of receiving your request, where did you send it and when? Can you please re-send it to me directly and we will respond as soon as we can.

Candice Johanson
Communications Manager
Tourism New Zealand | Manaakitanga Aotearoa

D
 +64 4 462 8028
M
 +64 21 220 8031
T
 +64 4 462 8028
Level 23, Aon Cente
1 Willis Street Wellington 6011

newzealand.com
tourismnewzealand.com
@purenewzealand

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From: Candice Johanson
New Zealand Tourism Board

Hi Lewis
We have only just been made aware of this request as the person who was linked to the Tourism New Zealand account for this website which we were not aware of has not worked at Tourism New Zealand since 2017. The vast majority of our OIA requests also tend to come direct through our communications team. You can contact us here. https://www.tourismnewzealand.com/contact/
I will now log your OIA request and we will come back to you as soon as possible. Apologies for the error and delay.
Tourism New Zealand

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From: Candice Johanson
New Zealand Tourism Board


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Attachment Royal NZ Visit 2014 Results Spreadsheet.pdf
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Kia ora Lewis

 

On 26 February 2019 we logged a request from you under the official
information act for:

 

 1. the breakdown of the value of the "media coverage" that makes up the
$70m figure quoted by Tourism NZ relating to the 2014 royal visit
 2. the method used by Tourism NZ to determine the media coverage value.

Please find below and attached the information you requested. This
response can be attributed to Lauren Vosper, Global Manager Public
Relations.

 

Background

Tourism New Zealand is the crown entity responsible for building New
Zealand’s international destination brand to maximise the long-term
benefits to New Zealand. We do this by targeting marketing, trade and
public relations activity to potential visitors in 15 key markets who we
know will stay longer, visit outside of peak season, spend more and visit
more regions – spreading the benefits of international tourism across the
country and throughout the year. For more information, visit
[1]www.tourismnewzealand.com.

 

Method to determine media coverage value

Media coverage about New Zealand is designed to get New Zealand top of
mind as a holiday destination with our target audiences. This is measured
by Estimated Advertising Value (EAV) which is the amount it would cost to
buy the same space for advertising as the space that the story about New
Zealand takes up. This is standard global practice in the PR industry.

 

While some PR practitioners use a multiplier to calculate EAV, Tourism New
Zealand uses the actual cost of the advertising space, which could be
considered a conservative estimate. These rates vary between markets,
publications and platforms (print, online, broadcast).

 

Media monitoring of the 2014 royal visit was based on a series of key
words supplied to monitoring agencies. It was then moderated to only
include results with destination information. Results were either
published by the visiting media outlets represented within the 130-strong
accredited media group or influenced by resources distributed by Tourism
New Zealand to international media outlets via the international media
programme. 

 

Media monitoring was limited to a relatively narrow window covering the
visit time (6 – 16 April) and immediately before and after the visit.
There were 6000 media results during this period.

 

Media coverage of the 2014 royal visit during this time period equated to
$69.3 million. Based on the estimated advertising value, the return on
investment for this was $969 for every $1 spent, a significantly positive
result.  

 

Breakdown of media coverage

Attached is a detailed breakdown of media coverage by country, including
mediums, publications and EAV for each item. A summary of this coverage is
below:

 

Media coverage by market
Market EAV (estimated advertising value)
UK $5.7m
France $1.4m
Germany $9.8m
North America             $23.9m
South America             $219k
India $315k
South East Asia $178k
Australia $16.0m
PR Assist (non-visiting media) $11.7m
   
TOTAL $69.3m

 

Media coverage by medium
Market EAV (estimated advertising value)
Print $16.6m
Online $34.8m
Broadcast $6.2m
PR assist (combination of print & $11.7m
online)
   
TOTAL $69.3m

 

Tourism New Zealand’s consumer website saw a 39 percent increase in visits
during the first three days of the 2014 Royal Tour. Trivago also reported
that hotel searches for New Zealand increased by 70 percent following the
Royal Tour.

 

Please contact me if you have any further questions or require any further
information.

 

 

Candice Johanson
Communications Manager
Tourism New Zealand | Manaakitanga
Aotearoa

 

D  +64 4 462 8028
M  +64 21 220 8031
T  +64 4 462 8028

Level 23, Aon Cente
1 Willis Street Wellington 6011

[2]newzealand.com
[3]tourismnewzealand.com
@purenewzealand

[4]Facebook [5]Twitter [6]Youtube [7]Linkedin [8]Instagram

 

[9]htmlsig.com

 

 

References

Visible links
1. http://www.tourismnewzealand.com/
2. http://www.newzealand.com/
3. http://www.tourismnewzealand.com/
4. https://www.facebook.com/purenewzealand
5. https://twitter.com/purenewzealand
6. https://instagram.com/purenewzealand/
7. https://www.linkedin.com/company/3692835...
8. https://www.youtube.com/user/PureNewZeal...
9. http://tourismnewzealand.com/

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