Tourism New Zealand Innovative Marketing Campaign Award
Kelly Tarlton’s Antarctic Encounter & Underwater World

In 2009 as many of New Zealand’s international visitor markets went into a tail spin, Kelly Tarlton’s Antarctic Encounter & Underwater World went into action. The Auckland attraction breathed new life into this well-established venture through a smart and highly responsive marketing programme it called ‘Oceans of Things to Sea and Do’.

The winning campaign targeted the domestic market in particular, giving Kiwis repeated reasons to keep returning to Kelly Tarlton’s. Six promotions were run throughout the year. They included Megalodon – the Monster Shark, which cleverly combined kids’ love of the scary and ever-popular sharks, and 25 Years Under the Sea, a celebration of Kelly Tarlton’s 25th anniversary. Kiwis who thought they had ‘done’ Kelly Tarlton’s realised they had plenty of reasons for visiting again – boosting visitor numbers and profits.

www.kellytarltons.co.nz

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Local Government Helping Visitor Industry Award
Te Kahui Tupua: Sacred Peaks – Ruapehu District Council

Tourism brand Te Kahui Tupua is a five year collaboration of some 11 iwi, three local authorities, three District/Regional Tourism Organisations, the Whanganui Maori RTO and well over 100 and growing tourism operators, working together in a regional tourism cluster with funding support from New Zealand Trade and Enterprise.

Ruapehu District Council project leads this ambitious initiative, created in response to dire economic and social indicators that saw these districts fail to reach their potential and under achieve compared with other local economies. Te Kahui Tupua has helped grow the region’s small, independent tourism sector into a coordinated group of well-trained operators, able to compete successfully for a slice of the visitor dollar.  It has provided a platform for bringing iwi into the regional economy, growing employment opportunity for local Maori.

The judges said everyone involved in this initiative is passionate about it. Te Kahui Tupua is an example of what a strong partnership between local government and the tourism industry can achieve.

http://tekahuitupua.com

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ATTTO Tourism Education and Training Award
The International Travel College of New Zealand

Innovating for success is a fitting theme for The International Travel College of New Zealand (ITC) a premium supplier of training programmes for the airline, travel and tourism industry for more than 14 years.

In the past two years, ITC has launched a Certificate in Aviation, introduced an online check in system as part of its training and opened its new airport training centre – an innovative facility that looks like an airport, feels like an aircraft, but works like three training rooms, providing an inspiring learning environment. ITC recently launched its Study Awards, offering a scholarship fund of over $22,000 for more than 30 students.

As well as training at the College, ITC has built great connections with the industry, enabling it to provide students with onsite work experience.

www.itc.co.nz

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Air New Zealand Supreme Award, and ATTTO Tourism Workplace Training Award
Christchurch Casino

Putting innovative workplace training firmly at the heart of its culture over the past three years has seen Christchurch Casino reap the rewards - improved staff loyalty, greater competitiveness and increased ‘customer delight’.

Christchurch’s leading entertainment venue, the Casino has almost 600 staff who collectively deliver an outstanding experience for around one million visitors annually. The judges said walking around this well run business you could feel the culture – innovation is across the whole organisation and it shows results.Chief Executive Brett Anderson knows every staff member by name and they are all encouraged to contribute their own ideas and take the initiative.

A comprehensive training programme delivered with industry partners gives staff a clear career path and instills greater confidence, especially for those in the all important frontline roles.

www.christchurchcasino.co.nz

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DOC Conservation in Action Award
Lochmara Lodge Wildlife Recovery and Arts Centre

Conservation, art and luxury have proved a winning combination for Lochmara Lodge, located on the tranquil shores of Queen Charlotte in the Marlborough Sounds. Owners Louise and Shayne Olsen have created a special place where visitors relax and enjoy themselves. They can also learn about the environment and be gently encouraged to treat it with sensitivity and respect.

Lochmara was the first private conservation area open to the public in the Marlborough Sounds, and works closely with the Department of Conservation and local iwi on conservation projects. The couple and their staff have created a Wildlife Recovery and Arts Centre – a tourism attraction that combines art and wildlife for mutual benefit.

www.lochmaralodge.co.nz

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Festival/Event Award
Rhythm and Vines Festival

Innovate or die was the impetus behind organisers boldly reshaping Rhythm and Vines Festival from a 24-hour event to a three-day format in 2008. They wanted to ensure this New Year’s Eve music festival didn’t become just a memory but an enduring event. And it worked. Now in its 8th year, Rhythm & Vines has grown from a one-day festival for 1500 friends and ‘friends of friends’, into a three-day extravaganza with a multi-million dollar production budget and featuring major international acts.

With 20,000 attendees, 2000 staff and volunteers and 60 international and local acts, the festival contributes millions of dollars into the Gisborne economy each year. Working together with local community, tourism and local government organisations, Rhythm & Vines has evolved into a must-visit festival, ranked by international media as one of ‘the’ places to be on New Year’s Eve.

www.rhythmandvines.co.nz/2010

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Westpac Hotel Award
Bolton Hotel

This independent, luxury boutique hotel always tries to think differently about what it can offer visitors, challenging the status quo and giving them a compelling reason to choose the Bolton. Located in the heart of Wellington’s CBD, the judges commended the Bolton’s commitment to originality, independence of thought and industry leadership. One of the hotel’s latest innovations is its ‘Brainfood’ functions menu - attractive and tasty food designed to stimulate the neural pathways of event attendees, keeping them mentally alert throughout the day.

The hotel’s restaurant was a finalist in this year’s Cuisine Magazine’s Restaurant of the Year competition. Executive Chef Steve Morris is now sharing is expertise through a series of online cooking tutorials allowing gourmet enthusiasts the chance to learn classical techniques at home.

www.boltonhotel.co.nz

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Motel Award
Anchorage Motel

Owner operators Fiona and Nigel Humphries have been on a continual journey of reinvestment ever since they bought into Anchorage Motel in Te Anau 10 years ago. Sustainability is a priority for this winning couple. They are proud of their Qualmark Gold Enviro-Award, and were recently recognised for their environmental performance in the Southland environmental awards. One of their new initiatives is retro bikes, encouraging guests to “slow right down and enjoy Te Anau”. The bikes are available to guests in return for a donation to the Pomona Island Charitable Trust.

Having great innovations and good business practices in place has helped the Anchorage Motel ride out the recession. Profitability is still strong and the level of repeat clientele speaks volumes for the outstanding guest experience they offer.

www.teanaumotel.co.nz

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Photo: YHA wellington City

Kennedy Park Top 10 Resort

Visitor Attraction and Experience Award (large)
Explore NZ

A progressive, dynamic and sustainable company, Explore NZ offers an exciting range of tours, cruises and island activities in the Bay of Islands and Auckland. The judges said energy radiates throughout the company, an industry leader that is willing to share its knowledge and experience with others.

This is a company with a genuine commitment to the environment. Numerous innovations have been initiated to support this focus – including the fleet wide introduction of bio-fuel, a first in New Zealand, and its partnership in the Bay of Islands ecological restoration programme, ‘Project  Island Song’.

www.explorenz.co.nz

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Visitor Attraction and Experience Award (Small and Medium)
Wilsons Abel Tasman National Park

Starting with a single passenger launch service in 1977, Wilsons Abel Tasman National Park now offers visitors a selection of experiences - from two hours to five days, encompassing cruise, water taxi, walking and sea kayaking options. Overnight trips are hosted at Beachfront Lodges, built by the family on their historic freehold land in the Abel Tasman.

The Wilsons family’s ancestors have been welcoming visitors to this stunningly beautiful part of New Zealand since 1841. Today’s generation and staff are committed to the values of kaitiakitanga – guardianship of the environment, and manaakitanga, hospitality.

Wilsons Abel Tasman National Park has upgraded its boat design to attract higher yield independent and group visitors. And it’s introduced new and innovative itineraries, increasing the range of day trip options to include other regional highlights like cycling, arts and crafts and wine tasting.

www.abeltasman.co.nz

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Visitor Transport Award
Stray - Adventure Tours

Much more than just a transport company, Stray – Adventure Tours competes on quality. It offers strong and relevant points of difference to generate positive word of mouth, with the company’s Stray Mates referral system rewarding past customers for booking referrals.

Stray promises to take travellers ‘further off the beaten track’ and staff actively hunt out local activities and overnight stops with a difference -  sleeping on a marae and in an old West Coast gold miners pub. Experiences such as its overnight at the Blue Duck Lodge wilderness area are amongst its top rating features and are exclusive to Stray.

Over the past two years Stray has almost doubled the size of the business and hugely improved profitability - all during a global downturn and in a market which is very price sensitive.

www.straytravel.com

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Outstanding Contribution to Tourism Award
Jeanette Richardson

As Chief Executive Officer of the Waitangi National Trust for the past eight years, Jeanette Richardson has spearheaded improvements at the Waitangi Treaty Grounds, a major tourism project that has significant cultural meaning for our nation.

Jeanette has worked closely with iwi and other organisations, enhancing the celebration of New Zealand’s national day and related festival. She has overseen the development of infrastructure that has transformed this iconic site into a world class facility. An inspirational leader, Jeanette has brought about a positive change in the way the Treaty Ground staff operate. Under her watch, attendees to the Waitangi celebrations have quadrupled.

Jeanette’s contribution and commitment has benefitted the Northland economy, with the Trust a significant employer of local people.

www.waitangi.net.nz, www.rmcnz.co.nz

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Horwath HTL Sir Jack Newman Award
Wally Stone

A founding member and chairman of Whale Watch Kaikoura, Wally Stone reflects the essence of the New Zealand tourism industry. Wally’s service to the industry spans from tourism operator to regional tourism to national and international tourism. He was a Tourism New Zealand board member for nine years - chairman for six of those - during the conception and ensuing success of the 100% pure campaign.

In all his work, Wally has always strongly valued the importance of social, economic and environmental sustainability. He has faced and overcome many challenges – no more so than 20 years ago when he gained widespread community support for the development of Whale Watch Kaikoura – today one of New Zealand’s most awarded companies and a tourism operator that epitomises kaitiakitanga (guardianship for the environment).

Wally remains at the helm of this successful Maori business, an inspirational venture that has put Kaikoura on the visitor map.  

www.whalewatch.co.nz

PATA Young Tourism Entrepreneur Award
Ryan Sanders, Haka Tours

Four years ago Ryan Sanders left his corporate job in the UK to return to New Zealand to work in the tourism industry. Ryan describes it as the best decision he’s ever made, one that has made his working life an absolute pleasure.

This entrepreneurial young Kiwi is the owner and director of Haka Tours, a Canterbury based venture offering visitors guided adventure and snow tours. Ryan ran the business remotely from the UK for the first 16 months as he perfected the business model, returning to New Zealand when he knew he had a viable business on his hands. The 32-year-old’s latest initiative is the purchase of Haka Lodge, a new boutique flash-backpacker lodge in Christchurch.

Innovation is at the heart of Ryan’s business philosophy. He is striving to not only run and grow a great business, but to think outside the square, identifying and grasping opportunities to further differentiate Haka Tours. 

www.hakatours.com

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