Joint venture to boost city promotion

JOINING FORCES: Rotorua i-Site manager Graham Brownrigg (right) and Rotorua Airport interim chief executive Wayne Wootton have joined forces to better promote Rotorua as a visitor destination. PHOTO/STEPHEN PARKER

A new partnership between Rotorua Airport and Rotorua Lakes Council's i-Site and Visitor Centre will more effectively and consistently showcase the Rotorua "story".

From April 1, the i-Site will manage advertising space at the airport, with the intention to also eventually establish a new i-Site information desk in the terminal.

Customers will have access to advertising in both local i-Sites and the airport as part of new package deals.

Destination Rotorua i-Site & Visitor Centre manager Graham Brownrigg says the move is about consolidating messaging around Rotorua, its changing perception, and what's on offer.

"The new relationship is also about showcasing the whole Rotorua story and encouraging people when they first arrive to see how much there is to do in Rotorua, which might lead them to spend more time here," Mr Brownrigg said.

"We are a vibrant city and a dynamic place to visit and we need to consistently tell the story throughout the community. The airport is a driving force behind that, as one of our key gateways to the region."

Mr Brownrigg says the partnership will not just benefit the tourism industry, but all businesses in the area.

"It's easy to offer customers exposure at the airport and the i-Sites, as it's not just overseas visitors who come through these locations, but many locals and domestic visitors as well."

The Rotorua i-Site is the largest in the country, and combined with i-Sites located at The Redwoods and City Focus, offers exposure to 1.4 million people each year, with 300,000 more travelling through the airport.

Airport acting chief executive Wayne Wootton says the airport is excited about the new partnership.

"Last year the airport partnered with the Famously Rotorua campaign and this new relationship with the i-Site is an extension of that. These types of partnerships open up a multitude of opportunities for the airport to harness joint-venture activity, and in doing so speak strongly and directly to our core and potential client base.

"As a key gateway to and from the region, it allows us to support and engage with local tourism partners and businesses, as well as the wider local community. It also allows us to contribute to co-ordinated and consistent messaging of the Rotorua brand throughout airport facilities and online platforms," Mr Brownrigg said.

"You've got three seconds to get people's attention and you've got to hook them in by telling the story quickly.

"By having consistency between what the i-Sites are doing and the airport as one of our city's main gateways, we're able to demonstrate that this is Rotorua, this is what we do and this is what we have on offer."