Communication plan is an integral part of the marketing strategy of the organizations. The companies use proper communication strategy to enhance their position in the marketplace. Similarly, Hobbiton can align its key operators to attract the target visitors to the movie sets, so that the profits of the company can increase (100% Pure New Zealand, 2017). In this regard, it is proposed that the organization can make strategic alliance with different stakeholders.
Whakarewarewa, a town in the central Rotorua is famous for its traditional Maori culture. It is the oldest cultural heritage for the organization and popular for showcasing the Maori culture to the tourists. In this location, the tourists are allowed with the guides wherein they experience the authentic Maori culture and tradition. They are able to view the geothermal wonders with their eyes and learn about the history of Whakarewareha. Whakarewarewa is selected as a potential tourism partner for Hobbiton as a large number of tourists come to experience and participate in the Maori cultural activities (Whakarewarewa, 2017). If Whakarewarewa collaborates with Hobbiton, it will increase the customer inflow to the movie set.
Another reason for the selection of Whakarewarewa is that both the tourist destinations complement each other. Both the tourist destinations are popular among the international and domestic tourists and the tourist can experience two different tourist destinations at the same time.
In the communication plan, the management should focus on providing discounts to the tourists who buy tickets for both the organizations.
The New Zealand tourism ministry has implemented a successful program to present New Zealand as an attractive international tourism destination. The International Media Programme (IMP) regularly hosts around 150 to 400 programs from print, online and broadcasting organizations which are posted on the website of the organization (Tourism New Zealand, 2017). Hobbiton can collaborate with the New Zealand tourism Ministry by so that they can arrange tourism events at the location of Movie set. The tourists and the media will be made aware of the story angle of Hobbiton movie set. It should also focus on the original set and how it was rebuilt in the later years. In the communication plan, the company can follow the strategy of offering Media Pass for the international tourists and media agency. It will assist them in exploring New Zealand as an attractive tourism location.
It can also collaborate independently with the media to increase the inflow of the tourists. It can use variety of communication mediums such as television or newspaper advertisements to attract a large number of people. Moreover, it can also use the social media strategy to engage international tourists. The social media has a wide outreach and cheap method of attracting target customers. It can also be used to instantly connect with the target customers (Parente & Strausbaugh-Hutchinson, 2014).
100% Pure New Zealand. (2017). Hobbiton Movie Set Tours. Retrieved on 30 April 2017 from https://www.newzealand.com/in/plan/business/hobbiton-movie-set-tours/
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising Campaign Strategy: A Guide to Marketing Communication Plans. Cengage Learning.
Tourism New Zealand. (2017). What we do. Retrieved on 30 April 2017 from https://www.tourismnewzealand.com/about/what-we-do/campaign-and-activity/
Whakarewarewa. (2017). Visit Whakarewarewa, The Living M?ori Village. Retrieved on 30 April 2017 from https://www.whakarewarewa.com/
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