Advertising

Another outlet for your marketing messages is advertising opportunities.

These include:

• newspapers
• magazines
• visitor guides and directories
• radio
• television
• cinema.

Print advertising is generally the cheapest form, and a good first step. One major drawback of advertising is that it can be less personal than other forms, but if you choose your advertising outlet carefully, it can be a very effective way of reaching a large number of consumers.

Operators who are new to the game should be vigilant when approached by people asking for them to advertise on their website or in their guide. The best thing to do in this situation is approach your local Regional Tourism Organisation and ask for their advice. They will know which ones are reputable and which ones are not.

The main types of tourism advertising you could consider are:

• Visitor guides - which will reach the customer in New Zealand and your region.
  
• Travel trade publications - which will reach channels of distribution such as inbound tour operators and wholesalers.
  
• Consumer publications - which will reach the customer, i.e. ‘Tourist Times’.

Assess all offers and approaches for advertising you receive. You must be confident that the advertising opportunity will effectively reach your target market.

The following checklist can provide a guide on whether the advertising is going to work for you:

• Who does the advertising medium target?

• What is the reach of the advertising (circulation/readership)?

• Is the medium well supported by other products from your region?

• What editorial contact about your region, city or town is included?

• Is the quality of the publication or medium appropriate for your product?

Your advertisement should be eye catching and well produced and contain relevant information.

You should include your ‘Unique Selling Points’, a fantastic picture and a description of what your product offers. For example, an activity operator would include trip details, duration of trip, hours of operation and booking details.

You should always include all contact details, an 0800 number if you have it, and your website address.