Hawke’s Bay Tourism launches Tastes like Summer
Hawke’s Bay Tourism has launched its biggest-ever marketing campaign aimed at attracting visitors to the region for a bumper summer.
Hawke's Bay: Tastes like Summer is now in market with an extensive, multi-platformed campaign championing the region's unbeatable summer offerings.
The campaign comes on the heels of the region’s biggest weekend ever, with more than 40,000 visitors descending on Hawke’s Bay. At its peak, 36,909 domestic visitors and 3,222 international visitors were recorded in Hawke’s Bay at midday Sunday, according to Tourism New Zealand’s Visitor and Local Population Estimates.
This is the highest number of total visitors recorded on a single day since records began in January 2020.
Hawke's Bay: Tastes like Summer aims to continue this trend by reconfirming that Hawke’s Bay is back on the map as a must-visit summer location, highlighting events and the must-sample ‘tastes’ of summer that can be found in the region.
The campaign will involve a combination of out-of-home, print, weather-based, radio, and other mediums.
It has all been made achievable thanks to the recently secured funding from the Ministry of Business, Innovation and Employment, which allow Hawke's Bay to maintain an in-market presence between now and March 2024.
Hawke’s Bay Tourism Chief Executive Hamish Saxton says the campaign aims to be huge for Hawke’s Bay’s visitor economy.
“As New Zealand’s Food and Wine Country, the ‘tastes’ of summer can be found every day throughout Hawke’s Bay. From vineyard concerts and festivals to crayfish on the BBQ, real fruit ice-cream, long hot days, and ocean breezes. We look forward to welcoming visitors to sample our delicious region.
“The extended summer period of November to March offers an incredible opportunity to showcase that Hawke’s Bay is well and truly open, that it is back on the map and an absolute must-visit destination this summer.”
The campaign will also include a social media layer, allowing local operators to get on board and participate, as well as a public relations campaign, designed to amplify the message. Both social media and public relations will be added to the campaign matrix in the coming weeks.
In addition, Hawke’s Bay Tourism is also running an events-specific tier to the campaign, promoting the region’s extensive events line-up, which runs throughout summer and includes Nest Fest, Art Deco Festival, Horse of the Year and much more.