Famous Roto-Vegas butters up the Aucklanders

  • Marketing
  • October 4, 2012
  • Chris Lorigan
Famous Roto-Vegas butters up the Aucklanders

Auckland and Wellington have recently prostrated themselves in front of their fellow countryfolk with campaigns aimed at luring more domestic visitors, a group that makes up around 60 percent of the total tourism take but often seems to be overlooked in favour of the glitzy foreigners. And Rotorua has followed suit by starting up a three-year, $2.25 million conversation called ‘Famously Rotorua’ that aims to get affluent northern urbanites to head past the Bombays for a bit of nature, culture and excitement. 

Oscar Nathan, general manager at Destination Rotorua Marketing, says the place has changed and the campaign, which features a tagline ‘You should see us now' and references a kitschier tourism time with the retro font, is aimed at Kiwis who have lost touch with Rotorua, as well as those who never touched it in the first place. 

Destination Rotorua Marketing, in partnership with APN, is pulling out all the stops to capture the imagination of the domestic tourism market. Picturesque billboards highlighting five key tourism attractions (Te Puia, Hells Gate, Polynesian Spa, Agrodome and Skyline) in locations such as Ponsonby and Newmarket tell Aucklanders things like 'Your soul will thank you’ and ‘Fibre of the gods. Here now’. 

But it isn’t just about the billboards; it's got it all: PR, TV, digital, social media, and a quarterly magazine, conveniently named Famously Rotorua, launched in the Herald that sent out 48,000 full-colour, 56-page tourism guides to the wealthier suburbs.

It's dead keen to showcase its unique ‘local secrets’ "to people who like escaping the big smoke to indulge in nature, unique and indigenous cuisine, adventure and quality family experiences". And, with the international tourism market a tough ask at the moment, the campaign, which was created by Auckland-based MediaR will eventually go national in an effort to increase visitors—and, longer term, permanent Roto-Vegas residents. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Best of StopPress 2018

  • Media
  • December 14, 2018
  • StopPress Team
The Best of StopPress 2018

Before we shut down our computers and leave the StopPress comment section unattended (to a degree) over the Christmas/New Year break, we take a look at the highs and lows from the last 365 days with the top 10 StopPress stories.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit