Wine and tourism groups promote good match
The links between promoting New Zealand wine and tourism have prompted an agreement between Tourism NZ and New Zealand Winegrowers to formalise their joint promotion activities.
The two organisations signed a memorandum of understanding at the NZ Winegrowers’ Romeo Bragato conference in Blenheim.
Tourism NZ chief executive Kevin Bowler said the agreement would see the two groups work together to promote New Zealand as a visitor destination and premium wine producer internationally.
It formalised their activity to enhance both brands, ultimately driving more visitors to New Zealand and increasing the sales of New Zealand wine in key markets, Bowler said.
‘‘It acknowledges the strong connection between holidays and visitors from overseas and the wine industry.’’
NZ Winegrowers’ global marketing director Chris Yorke said one billion glasses of New Zealand wine were drunk overseas each year.
‘‘At the point of consumption, they are emphatically New Zealand.’’
The joint arrangement would focus the two organisations on markets of North America, Australia, the United Kingdom and China. It would be aligned with Tourism New Zealand’s sectors of premium travel, business events and special interests, including offshore trade and consumer events, Tourism New Zealand’s international media programme, social and public relations content and trade and marketing collateral.
Yorke said it had grown out of the collaboration between the agencies ahead of the Rugby World Cup.
As part of the new venture, tourism events could also provide strategic pushes for sauvignon blanc and pinot noir sales, he said. ‘‘It is really exciting. The more we look at it, the more we can do,’’ Yorke said.
Bowler said it would provide opportunities to showcase other wine varieties, ones that people overseas didn’t really know about but New Zealand could highlight.
Tourism NZ chief executive Kevin Bowler, left, and NZ Winegrowers chief executive Philip Gregan sign a memorandum of understanding to work together to promote New Zealand.
High-value visitors had a strong interest in New Zealand food and wine, he said.
‘‘There is no doubt that wine is a natural fit within New Zealand’s offering for international visitors so it is great that we’ve been able to secure a partnership with New Zealand Winegrowers to maximise our activity offshore.’’
Earlier in the year, New Zealand Winegrowers and Air New Zealand signed an agreement to work together to actively promote New Zealand as a destination for wine tourism.
‘‘Air New Zealand is a key partner for both organisations and that agreement will only be enhanced with the increased focus resulting from this agreement,’’ Bowler said.