Niue Tourism joined radio station The Rock in a booth at the Hutchwilco Boat Show held at the ASB Showgrounds in Auckland 12-15 May.
The idea of combining the two “Rocks” (playing of course on Niue’s positioning as The Rock of Polynesia) came about from discussions between Mediaworks and Niue Tourism regarding potential advertising and promotional activity.
Both parties agreed the show would be a great venue to promote both the station, and the concept of a joint booth offering a chance to win a fishing trip to Niue was finalised.
Two of Niue’s most experienced “Fisho’s”, B.J. Rex and James Douglas came down from Niue to work the booth, assisted by Susie Williams and Mike Hogan from the New Zealand office and The Rock radio’s staffers Amber Seay and Dylan Heta. Mr Rex and Mr Douglas are both experienced fishers and business entrepreneurs who run fishing charter boats and other local businesses on Niue.
The show was a great success, with thousands streaming through the four-day show daily.
More than 500 people entered their draw for the prize trip to Niue.
Mr Hogan said, “All four of us were busy throughout the whole four days fielding questions from seriously interested potential visitors (especially when the boys started their spectacular fishing stories!), and it was a very worthwhile exercise!”
Mr Hogan added they saw great value in participating in shows such as this, which were very much targeted towards the core markets they focused on, rather than trying to promote to all markets. “These core markets for us are, fishing, diving, events — such as the recently completed “Rockman” conference and incentive, plus of course those travellers looking for a genuine uncommercial and ‘untouristified’ destination. Niue has such a unique positon in the South Pacific it is important for us to always maintain that focus.”
The increasing success story for Niue comes from an overall approach by Mr Hogan and his team at Hogan Associates in Auckland and the key partners.
Niue Tourism works closely with advertising agency Designstein — soon to be rebranded as RUN and the public relations company Wright Communications to deliver the messages.
Niue’s success story is now being picked up across the world and this year it was listed on the UN World Tourism Organisation as the third fastest growing tourist destination in the world by percentage increase in 2015. A major achievement for a small atoll in the Pacific with a population of just about 1500 people.
“We are thrilled to be listed by the UN World Tourism Organisation as the third fastest growing tourist destination in the world by percentage increase.” He also pointed out that it was definitely “not by actual numbers of course.”
The UN World Tourism Organisation reports its figures based on percentage increases allowing for smaller countries to compete against larger tourism destinations. Niue was behind #1 Paraguay who increased their figures by 97% and 2nd placed Tajikistan at 94% increase. Japan was 4th with a 47.5% increase.
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