MKT00128: Promotional Campaign Report for Fiordland National Park

This report provides a detailed analysis of a promotional campaign for Fiordland National Park in New Zealand, aiming to enhance its appeal as a premier tourist destination. It begins with an executive summary outlining the campaign's objectives, which include boosting visitor interest and awareness through effective marketing and advertising. The report explores the park's unique features, such as Milford Sound, and identifies the target market, particularly focusing on international visitors from countries like China, Australia, and the United States. It examines communication objectives, emphasizing the importance of understanding the target audience's expectations and developing a positive brand image. Furthermore, the report assesses the park's main competitors, like the Great Barrier Reef, and suggests appropriate communication channels, including social media and advertising campaigns. The report also includes a promotional budget, campaign evaluation, and conclusion, with references and appendices to support the findings. The overarching goal is to attract more tourists, thereby contributing to New Zealand's economic growth.

Running head: TOURISM AND HOSPITALITY SALES AND PROMOTION
TOURISM AND HOSPITALITY SALES AND PROMOTION
Name of the student:
Name of the university:
Author Note:

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August 23, 2019
David Becker
Director of Marketing
Fiordland Park Council
Wellington 6004
New Zealand
Dear Mr. Becker,
Kindly find the enclosed promotional campaign report for the Fiordland national Park.
This report is completely based on the assisting the Fiordland national park in New Zealand
and the lifting of the advertising strategy is important in that case. The advertising and
promotion strategy of the will further drag the attention of the visitors interest along with
creating awareness regarding the advertising campaign.
Thank you again for taking a look for this opportunity in order to build such promotional
campaign report.
For further queries, it is needed to contact to 02999 4566.
Kind Regards,

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Executive Summary
The main purpose of the promotional campaign is to promote the Fiordland national park
which one of the most attractive destination in New Zealand. The promotional activity which
is involved are the marketing and the advertising strategy used by the department. The use of
the advertisements everywhere will rather be useful for the tourist to get regular update
regarding the offers and other benefits in the tourism departments. There are many attractive
places in New Zealand and among them the most attractive place to visit is the Fiordland
National Park. The most famous place among them is the Milford sound which actually
comes from the Milford place which is quite a doubtful and dusky sound. The target market
associated with the company are further located with the help of the social media and
development of tourism application. Th promotion campaign along with the budget is
prepared in that case in order to analyze the total cost which will be incurred by the company
in that case. The cost which is incurred for the purpose of advertisement has been depicted in
the conducted analysis and further detailed analysis has been done accordingly. The
government of New Zealand must take certain significant steps in order to attract the visitors
and tourist which will further help the economy to grow and prosper.

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Table of Contents
Introduction................................................................................................................................3
Promotional Campaign Strategy................................................................................................3
Target Market.............................................................................................................................4
Communication Objectives........................................................................................................5
Main Competitors.......................................................................................................................5
Communication channels...........................................................................................................6
Campaign Evaluation.................................................................................................................8
Promotional Budget...................................................................................................................9
Conclusion................................................................................................................................11
References................................................................................................................................12
Appendices...............................................................................................................................14

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Introduction
The assignment deals with the some of the iconic tourist destination in New Zealand.
Among them the most attractive tourist destination is the Fiordland National Park is one of
the most attractive destination in New Zealand. Fiordland actually provides the essence of the
nature, which is at its best. This is the best tourism destination in comparison to the other
tourist destination in the country of New Zealand. It is one of the finest national park in New
Zealand, which approximately covers 1.2 millions hectares with mountains, wilderness, swats
of untouched rainforest, and coastal fiords which are carved by glaciers. It further received
award from UNESCO in the area of World Heritage Status in the 1986. This is further
regarded as the superlative natural phenomena and dramatic landscapes of Fiordland are
considered as one of the most beautiful place in the world.
Promotional Campaign Strategy
In the marketing strategy, it is required to support the future growth of destination
which takes place in a very competitive market. The International tourism in New Zealand is
one of the largest earner in the foreign exchange market which took place in the year 2016.
The implementation of the strategies in the marketing plan for tourism further ensures that the
visitors destinations of the company is attractive (Kerin and Hartley 2015).
The main aim in the promotional campaign strategy is to enhance the contribution
towards tourism regarding the economic growth in New Zealand by the process of enhancing
the international visitors. The aim of the government in that case is to make the economic
contribution further made by the demand of the visitors and the other benefits associated with
it (Kerrigan 2017). The advertising and promotion strategy is effective because the
expenditure of tourism actually contributed an amount of $ 9.6 billion to New Zealand

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regarding the total exports of goods and services which further went up to 1.6 percent. Apart
from this the key marketing strategy which the tourism organization must adopt is the basic
push and pull strategy which is effective promotional strategy along with the advertising,
personal selling, sales promotions and direct marketing.
Target Market
The tourism of New Zealand actually attracts the international visitors in the market
which are the China, Australia, United States, Germany and Japan. The data are related to the
innovation, business and enterprises which are further related to the ordering and examination
of the New Zealand tourism sites which is quite user friendly in nature (Chaffey and Ellis-
Chadwick 2019). The information’s in that case actually attracts the significant opportunities
which is associated with the market. The info graphics of the five countries is based on the
consumer segment, travel trends and visitors expectations in significant in order to provide
the significant snapshot of the market. The information’s of the business has the right
preferences or the key opportunities in order to promote the off-peak travel. The current
population of New Zealand is presented bellow accordingly:

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As per the population of New Zealand from the year 1950 to 2019, it can be said that
based on the geographic position the population of New Zealand in that case is constantly
increasing in an increasing manner. This will help the revenue generation in New Zealand
compared to the other countries in that case.
Communication Objectives
It is significant to understand the communication objectives and significant to focus
on the target audience in respect to the knowledge about the destination in that case. The
target tourist destination of the Fiordland Park are the people of China. New Zealand is
considered as one of the leading countries, which actually provides the adventurous moments
in the overall tourism and further plays a significant role in the market of tourism (Bowie et
al. 2016). The government is actually responsible for the overall development in the business
of tourism in New Zealand along with the expectation of the tourist who are actually visiting
the country.
Most of the tourist are attracted towards the some of the key areas in the national park
which are the Milford sound where the tour of the fiord and Kayaking are the most popular
activities. The citizens of New Zealand must further be aware of the requirement and
expectation of the destinations before making the purchase decisions in that case. It is
significant to develop a positive image regarding the tourism destination which will
encourage the people to make the purchase decisions in such tourist destination (Churchill
2017). In case of marketing the destination place it is important to have a core knowledge
about the place of Fiordland national park (Sajid 2016). There are actually various
geographical features which are the deep fiord, the Milford sound which is the most famous
along with the dusky and doubtful sound. The vegetation and wildlife is one of the largest eye

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catching area in New Zealand which includes the beauty of silver beech and mountain beech.
This are the places which the target audience must be aware of and accordingly the tourist
must be guided accordingly.
Main Competitors
The main competitors of Fiordland national park is the Great Barrier Reef which is
situated in Australia outdoor adventure. It is actually one of the most popular destination in
the reef adventures is the flourishing of the tourist town of Cairns which is situated in the far
North Queensland coast. It is one of the closest mainland port which is actually closer to the
Great Barrier Reef (Ryan 2016). It is actually one of the most attractive tourist destinations
which actually welcomes the visitors in the region of Australia’s reef national park.
The visitors in this case have direct access to the areas in the Australia and due to
such kind of competence, it is needed for the tourism department of New Zealand. The
effective marketing strategy in that case are needed to be adopted by the tourism department
of New Zealand for attracting the key people in that case. The Great Barrier Reef has one of
the most attractive tourist destination due to the purpose of the shopping, events, beautiful
beach, restaurants and theme park (Haider et al. 2019). Accordingly, it is needed to gain the
competitive advantage for Fiordland Park to actually focus on the aspects of the New Zealand
market and further upgrades in the natural environment, beauty and coastal scenario is also
important in that case.
Communication channels
The promotional campaign plays a significant role in the communication channels
which is needed to be selected by the tourism department. The communication in that case
are actually both the personal and non-personal in nature, which is actually used based on the

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duration of the campaign (Katsikeas et al. 2016). The significant advertisement by the
process of media, which is used in the form of billboards, and further advertisement must be
provided in the magazines destinations in that case. The communication will be effective due
to the application of the chat software which will further make the communication very
effective and efficient.
Through the process of the application based on the social media like Facebook, what
app it will be helpful for the tourist visitors to understand the significant places. In order to
have effective communications it is significant to put advertisement in the mostly visited
tourist destination which is the great barrier reef in Australia (McDonald and Wilson 2016). It
is important to show the offers such as price, foods and other facilities which are associated
with the Fiordland national park for the purpose of attracting most of the people receding in
Australia.
International tourism is a marketing concept which must be adopted by the tourism
department in order to attract the potential travelers and non-travelers. The advertising
campaigns must be adopted to promote the travel destinations, which are abroad, and
accordingly the western countries or the general expenditures of tourism always remains
consistently high even if that of the economic reasons (De Mooij 2018). Effective
communication is only possible with the help of the efficient advertising strategy of the
business based on the services provided by the tourism department.
The brand value of the tourism destination must be high which automatically attract
the potential tourist destination in that case. This will further increase the chance of the
accomplishing the goals of the organization in that case. The advertising strategy is
significant in that case to accomplish the goals of the tourism department is to attract the

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potential visitors in related to that case. The entities and foreign government in that case must
be interested in order to develop the business of the entity (Armstrong et al. 2018).
The global cost, which are associated with the individuals, are related to the
production and information’s in that case must be shared accordingly. In the most used
application used by the people of New Zealand is further regarded as the competitive tool,
which is used for the purpose of generating and sharing information’s in that case. The most
used application will further help the production process of the tourism to concentrate on the
offers and other benefits which are associated with the tourism department in Fiordland
national park. The application actually helps to have constant interaction with the potential
visitors who comes from various countries of the world (Baker 2016). For that purpose it is
needed to give proper training to the employees and the staffs, which are associated with the
tourism department group of Fiordland National Park. Further, it is important for the staffs to
be familiar with the norms and rules associated with the Fiordland national park tourism.
Campaign Evaluation
In case of the campaign evaluation, it is important for the tourism department to
understand the significance of the demographic situation by the process of constantly
monitoring or further evaluating the statistical data related to the percentage of the number of
visitors actually visiting the tourist destination of New Zealand (East et al. 2016). This is
needed to held awareness program in order to make the tourist alert about the potential
aspects of the destination. As per the evaluation, the potential analyst who actually have must
note the percentage increase and decrease the tools and techniques required to interpret the
results of such kind of evaluations.
The critical analysis which further help the management of the tourism department to
take the significant decision regarding the implementation of the marketing techniques to

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attract the potential visitors in that case. Further it is needed to keep track regarding the
followers, visitors likes and further it is needed to work on the other aspects including the
positive and the negative business aspects (Fill and Turnbull 2016). The communication in
that case will further be effective in order to fulfill the various aspects of the tourist
destinations.
The significant places, which must be highlighted during the process of the
promotional campaign, are the breath-taking scenario, the Fiordland national park as a whole,
glimpse of the mountain peak and the endangered wildlife species which must be advertised
during the promotional campaign (Wedel and Kannan 2016). The stakeholders of the tourism
must be attracted towards such uniqueness and beauty of the national park. Id the
stakeholders all around the global recognizes the significant beauty of the national park then
it will quite be easier for the tourism department of Fiordland national park to extend the
business prospects associated in that case (Shaw 2016). Apart from that the marvelous scenes
and the world famous great walk in that case are needed to be mentioned which will
definitely attract the famous persons carries such kind of attributes. The visitors in that case
will be highly motivated to enjoy such beauty of the Fiordland national park.
Promotional Budget
The significant budget must be developed by the upper level management of the
tourism department of Fiordland national park situated in New Zealand. The budget is
prepared based on the past revenues, which is obtained by the tourism department (Lovelock
and Patterson 2015). The management in that case actually analyses the past performance and
in case of any loopholes, which are associated in the management process actually creating
negative impact, are further identified and the management duly takes actions accordingly.
The preparation of budget must be reflected in the travel magazines on both domestically and

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internationally. All the members of the departments including the staffs and the employees
must be familiar with the upcoming strategies adopted by the upper level management of the
tourism department of Fiordland national park. The budget is depicted bellow accordingly:
The billboards and the advertising cost which must be around $5000 as per the
preparation of the budget in that case. The magazine cost, which is required by the tourism
department hypothetically, is about $3250 and accordingly the three months magazine cost
will be around $9750. It is needed to monitor the advertising cost which is associated with the
tourism department along with the internal changes in the system which must be adopted by
the tourism department (Kotler et al. 2017).
The respective applications in that case must be updated and the management of the
tourism department must be significant steps to work on the issues related to such kind of
reviews. There are also certain upgrade cost involved with the applications, which may be
around $4250, and the tourism department will incur the cost in that case. The total budgeted
cost involved in the maintenance of the tourism department of New Zealand is about $29813.
This are the expenditures which is needed to be taken into granted by the tourism department
of Fiordland. The promotional budget plays significant role in the development of the overall
business prospects and further the tourism department must adopt such changes for enhancing
and glorifying the tourism in Fiordland (Kotler et al. 2015).

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Conclusion
From the above discussion, it can be concluded that the business of the overall market
is significant for the growth of the tourism in New Zealand which is the national park of
Fiordland. The tourism department in that case must adopt the promotional and marketing
strategy in order to attract the potential visitors from all around the world. The management
system in that case must be aware of the target market and communication channels in order
to effectively develop the tourism attraction for the visitors from all around the world. The
management in that case must rather focus on the operations of the business in order to
enhance the adventure tourism of Fiordland national park. The management must utilize the
funds effectively, which are received by the management through the process of revenue
generation. New Zealand is among one of the largest tourist destination and among them the
most attractive one is the Fiordland national park. There are also other attractive tourist
destination in New Zealand and further adopting this strategy will help the tourism of the
country to flourish accordingly.

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References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an
introduction. Pearson UK.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing.
Routledge. Ryan, D., 2016. Understanding digital marketing: marketing strategies for
engaging the digital generation. Kogan Page Publishers.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Churchill Jr, G.A., 2017. Marketing. Editora Saraiva.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019.
Marketing Management.
Katsikeas, C.S., Morgan, N.A., Leonidou, L.C. and Hult, G.T.M., 2016. Assessing
performance outcomes in marketing. Journal of Marketing, 80(2), pp.1-20.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kerrigan, F., 2017. Film marketing. Routledge.

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Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for hospitality and
tourism.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Sajid, S.I., 2016. Social media and its role in marketing.
Shaw, S., 2016. Airline marketing and management. Routledge.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal
of Marketing, 80(6), pp.97-121.

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Appendices

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