PATA Grand and Gold Award 2012 Winners

MarketingRugby World Cup 2011 Marketing CampaignTourism New Zealandwww.newzealand.comRugby World Cup 2011 (RWC 2011) was the biggest international event ever to be held in NewZealand and is the third largest sporting event in the world with a cumulative global televisionaudience of four billion. Staged every four years, it involves 20 national teams and their fans, with48 matches played over six weeks.The delivery of the tournament itself and all the rugby or sporting elements were organised byRugby New Zealand 2011 Ltd (RNZ 2011) which was jointly owned by the New Zealand RugbyUnion (NZRU) and the New Zealand Government. Tourism New Zealand (TNZ) was chargedwith co-ordinating the tourism sector and marketing the tournament globally to maximize visitornumbers. Initial estimates were that the tournament would attract 65,000 international visitors.TNZ devised a comprehensive marketing plan to achieve this target and deliver an exceptionalvisitor experience: a four-year, four-phase approach. Alongside its many stakeholders andpartners, TNZ conducted a major four-phase integrated marketing, advertising, and PR campaignthat included numerous significant events, international media hosting, the use of digital strategiesand a social media programme.RWC 2011 was a resounding success on and off the field, with high acclaim from teams, supporters,international media and the 133,200 visitors who enjoyed a six-week long national party. From July1, 2011 all international visitors answered a question on their immigration arrival card as to whetherthey were visiting for the RWC 2011. Final international visitor arrivals were 133,200 up 56% onthe revised forecast and double the original estimated figure of 65,000. Top line market researchcarried out by TNZ with visitors showed that 98.5% were satisfied or highly satisfied with their RWC2011 experience, 93% said they wanted to return to New Zealand, and 97.5% said they wouldrecommend New Zealand as a travel destination to other people.“The programme successfully positioned New Zealand as a major event host and superb tourismdestination” - Judge’s comment