A beautiful good plan D: Marketing campaign extracts visitors to Dunedin

Larnach Castle marketing manager Deborah Price said it had noticed huge visitation as a result of the campaign. Photographic / ODT

A marketing campaign labelling Dunedin whilst “A Pretty Good Plan D” to visitors has indeed proved excellent, some local businesses say.

The self-deprecating campaign opened their gates by Enterprise Dunedin last May likely, at a cost of $150, 000, situation bid to attract domestic tourists to the city despite it not having been their buy and save.

Larnach Castle providing manager Deborah Price said it seemed to be noticed increased visitation as a result of its campaign.

“Plan Defense helped get Dunedin in front of folks that might not have thought about it… It found people talking.

“It is hard to quantify, but we had a lot of visitors, predominantly from the North west Island, and Plan D with no need of helped to get them here, There’s no doubt. ”

While Larnach Castle’s profits were down seventy per cent since March last year, at-home visits in December were up 100 percent on the corresponding time in 2019.

More than 60 per cent about visitors were from the North I quickly.

“Our gate products or services sold were only down 38 percent over the holidays because Kiwis made up for other visitors that would normally can be bought.

“We are happy to view that, but you can still see the crash of no international visitors. alone

While Larnach Adventure was cautious about the future, it was hoping campaigns similar to Plan D have continue, Price said.

Olveston Historic Home manager Jun Davies said she had really liked the campaign.

“It was a campaign that caught you are eye. ”

Bit she could not make a direct interconnect between visitation numbers and the Program D campaign, visitors to the great home had been steady throughout the pleasure trip period.

“We offered for sale throughout the country and we saw the benefits of that over Christmas. It doesn’t out perform when borders are open, however, we certainly were supported by persons. ”

Many visitors currently being from Auckland, but others came from across the country, she said.

“We’ve certainly had visits from the national market.

“It’s been steady but wouldn’t pay for what we would have if borders was being open. ”

Corporation Dunedin city marketing manager Malcolm Anderson said while a final synopsis of the campaign was not available its, it received good feedback everything from local tourism businesses which accepted visitors as a result of the campaign.

“Referrals to local tourist operators from the DunedinNZ website got 48 per cent. ”

Anderson said the initial phase with this campaign was about awareness of Dunedin’s advertising as a domestic visitor destination, and in addition based on initial research results, music coverage, social media and website einsatzbereitschaft, results appeared “favourable”.

More specific data was expected to accumulate by June.

Game Dunedin was working through a recharge of the campaign to encourage a great deal New Zealanders to visit Dunedin.

“Work is also in progress to put together for when borders to Questions open. ”

City government support was also driving the roll-out of some projects which would add to Dunedin’s tourism offering, he said.