Trish independently managed the Ski TMN for more than 12 years during a period of significant growth and evolution for the inbound ski market.
The Ski TMN was a unique co-operative comprising of New Zealand’s leading ski resorts, associated regional tourism organisations and the gateway airport companies.
The Ski TMN’s activities focused entirely on Australia - mainly the Eastern Seaboard States - to encourage more Australians to take winter ski holidays in New Zealand.
Trish’s Services to the Ski TMN
As an independent manager Trish provided the Ski TMN stakeholders with a range of services including:
• Management of the annual campaigns; conception and implementation across print, out of office and digital mediums,
• Monitoring and adjustments during the campaign periods,
• Identifying and implementing any short-lead initiatives that presented opportunities during the campaign period,
• Media PR releases and management of hosted media visits programme, according to the PR strategy,
• Compilation of performance indicators,
• Co-ordination of the on-mountain survey research results,
• Stakeholder and budget management, partner meetings and related administration.
In addition to very close liaison with the Ski TMN members, Trish provided the conduit for the Ski TMN’s relationships with other partners, primarily Tourism New Zealand and Air New Zealand.
For this macro-destination campaign, the indicators of success included:-
• The successful implementation of the agreed campaign elements, within budget.
• Increase in Australia holiday category arrivals into gateway airports. In the ten years from 2005 to 2015 arrivals into the South Island gateways grew from 15 000 to over 100 000 (ski season months only).
• Traffic to the campaign website and landing pages. For the calendar year 2015 web traffic increased fourfold compared to 2011.
• Positive indications from ski area partners as to their Australian patronage.
• The core Ski TMN partners remained largely the same during this period and they re-committed annually to the subsequent year’s campaign.