World-class freeride coaches hit the slopes at Treble Cone

by June 01, 2018

Some of the best freeride and ski race coaches in the world hit the slopes at Wanaka’s Treble Cone this winter, joining internationally-renowned instructors at the mountain’s Snowsports School. Local young skiers (and snowboarders) can take skill levels and confidence up a notch or three with full and part-time children’s development programmes throughout the season….

His solid competition results around the world — including a podium in Alaska in 2017 — secured him a spot on the Freeride World Tour in 2018 and 2019. As well as coaching Team TC this winter he’ll be coaching the NZ Freeride Team.

Sam will coach alongside Louis Charnaud, who has instructed all over the world including New Zealand, Japan, USA and Switzerland. Louis also competes in Big Mountain skiing in the Freeride World Qualifier events.

Meanwhile head ski race coach Michael Shenkel is no stranger to Treble Cone’s slopes, embarking on an impressive 24th season at TC in 2018.

Mike holds USSA National Coach Level 400 and PSIA Level 3 qualifications and has had a long and successful career of ski race coaching in New Zealand and the States, with 72 seasons under his belt.

Yes, he loves his US mountains, but TC is his ‘favourite’ when it comes to leading the coaching team and seeing the progression and growth of kids on and off snow.

Meanwhile, youngsters aspiring to work their way up to Team TC level have plenty of other ski and snowboard packages and lessons to choose from.

Already renowned worldwide for Mother Nature’s natural bowls and challenging upper-mountain runs, in recent years the much-loved ski area has developed rewarding intermediate terrain.

It’s unique among Southern Lakes ski areas in having a Northwest-facing learners and beginners area alongside the base building, bathed in sunshine and warmth all season-long and perfect for those having their first ‘on-snow’ experience.

TC’s renowned Snowsports School delivers superb value lessons and packages range from tailored learn to ski and snowboard packages to high intensity adult packages that sell out year after year.

Littlies happily start their time on the slopes with a Ski School Kitty Cat Lesson for five-and-unders including a one-hour rental, one-on-one lesson and all-day learner lift access for just $99.

A full-day solution for families is a child lesson (ages 6 to 17) which includes drop off from 9am, two group lessons, lunch and pick up at 4pm (rentals and lift additional).

School holidays are a breeze with five-day school camps starting on July 9, July 16 and July 23 for youngsters wanting to hone ski race, freeski or snowboarding skills. Camps include two group lessons daily and are a steal at just $499 per camp (a saving of $171 on full retail child group lesson prices).

Treble Cone’s official Burton Learn to Ride Programme provides specialised snowboard equipment designed to smooth the transition from beginner to intermediate rider.

TC’s much-loved Riders and Sliders and Riders (for kids aged from four to 17) and Sliders Mini (three and four-year-olds ski only) runs for six consecutive Sundays from July 29.

For Wanaka, Queenstown and Central Otago parents (and others!) Treble Cone’s premium ski improvement and development camps for adults are back after a highly successful 2017 season. Sofa Ski Camps have top hand-picked coaches leading five-day intensive camps suitable for intermediate to expert skiers.

Sofa Ski Camps run over seven weeks throughout the season and two programmes in August are already sold out – so get in quick!

Value-add packages across the board include a Learner Lift Package, Lift Package and Lesson, Progression Package and Learn to Ski Package.

About Treble Cone

Renowned for its 550 hectares of skiable terrain and the longest vertical in the Southern Alps, Treble Cone is the perfect destination for every level of skier or snowboarder.

The sheer size of its skiable terrain, from 30% to more than 50% bigger than surrounding areas, means lift queues are a rarity, even on a powder day, and slopes are wide open and crowd-free.

Access to the mountain in 2018 will be easier than ever with a free TC Mountain Shuttle driving guests from the bottom of the access road straight to the slopes.

Kids under 6 ski or board for free ($20 card fee applies) and there’s free helmet rental with every child rental or child lift and rental package, subject to availability. The Magic Carpet and snowplay area remain free to all.

Treble Cone’s 2018 season runs from June 28 to September 23. For further information go to www.treblecone.com

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Treble Cone welcomes new Brand Manager Richard Birkby

by June 01, 2018

One of Australia and New Zealand’s most experienced and passionate brand management and marketing professionals, Richard Birkby, is joining Wanaka ski area Treble Cone as Brand Manager. An experienced marketer with 20 years’ experience working for internationally-renowned brands in New Zealand, Australia and the UK, Richard Birkby starts his new role in mid-June. Richard moved…

“I moved to Wanaka because of Treble Cone,” he says. “I called it a ‘ski change’ because after having skied and worked all over the world the one place I felt most comfortable, the one place I kept coming back to, was Treble Cone.

“I love TC because of the incredible terrain and also because of the community around it, and although I’ve had amazing roles since I’ve been in New Zealand, this is the one I’ve always wanted. This is my dream job.”

Richard, 45, came to Wanaka from Sydney in 2013, where he worked for leading advertising and marketing agency HOST. In his first year in Wanaka he commuted weekly to Auckland where he was Group Business Director for world-class creative agency Colenso BBDO, before spending three years as Head of Brand and Marketing at Wanaka-based Mons Royale.

Richard believes Treble Cone has the potential to be an incredible “cult brand”.

“What’s important about Treble Cone as a brand is that there are very few ski areas in this country that spark such an emotive response in people. The potential that represents for TC is enormous. People love this place.”

Treble Cone ski area manager Toby Arnott says Richard brings the “perfect” skillset range to the role.

“We’re thrilled to have found someone of his calibre right here in Wanaka who will help us in our drive to collectively deliver an exceptional guest experience.

“The fact that he is so passionate about snow sports and about Treble Cone in particular is a huge bonus!”

When he’s not skiing at TC in winter, Richard and his family enjoy surfing and cycling.

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Crowne Plaza Queenstown launches wellbeing programmes

by May 22, 2018

A Queenstown hotel is one step ahead of market trends with inspirational mindfulness and wellness packages being offered to its conference and incentive delegates. Crowne Plaza Queenstown is leading the way as a market innovator with three new wellness packages being showcased to domestic and international buyers attending MEETINGS 2O18 next week (May 30-31). The…

The property’s new Yoga, Boot Camp and Mindfulness packages nurture guests’ physical and mental wellbeing, delivered by local fitness experts Peak Mountain Fitness.

Designed to help enhance downtime in Queenstown’s stunning alpine environment, delegates are encouraged to find their zen and workout with peers at a time and place to suit their schedule.

They can even compress the packages into a fun mid-conference ‘shake down’ in the hotel’s varied and flexible event spaces.

The bespoke packages are tailored for all ages and levels of fitness and are flexible to suit time pressures and budgets.

Crowne Plaza Queenstown General Manager Anna Edie says the hotel is “very excited” to bring the exciting new concepts to its delegates.

“We love turning our boardroom into the ‘not-so-bored’ room and offering unique experiences for guests conferencing with us,” she says.

“We work on the basis that the best ideas happen when you’re under pressure but totally relaxed, so we’re encouraging delegates to ‘switch off’ from external noise or pressures and re-centre their minds for the day or afternoon ahead.

“Following the outstanding success of our first ever yoga series, the new wellness packages will re-energise delegates to avoid the common ‘death by PowerPoint’ afternoon lull, and act as a fantastic ice-breaker for building new business relationships.”

Scott and Jen Reynolds of Peak Mountain Fitness are delighted to be delivering the packages with their eight-strong team of fitness experts.

“We’re giving business travellers the chance to ‘hit pause’, so they can strike the right work-life balance, get the most out of their business day, and take away some invaluable tools to help in their day-to-day lives,” says Scott.

“The wellness packages are the perfect way to bring relaxation to the ‘workplace’ or work up a sweat before, or even during, a day of work, perhaps with a mini-bootcamp held in the hotel courtyard or the lakeside park opposite the hotel.

“In-house yoga sessions are set in a calming space overlooking spectacular lake and panoramic alpine views, which is really unique for a meeting venue.

“Essentially it’s fitness when you want, where you want it.”

All that exercise and deep breathing can be thirsty work, so delegates who want to finish the day ‘raising a glass’ to Central Otago vintages can do so with a Masterclass package.

Masterclass is available to delegates enjoying a three-course dinner as part of their conference package, where they’re invited to learn the story of Central Otago’s world-renowned wine region.

The enhanced dinner experience perfectly blends the work delegates might do throughout their business day with the restorative power of a food and wine journey that’s educational while still being fun.

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Holiday Inn Auckland Airport completes multi-million-dollar transformation

by May 04, 2018

Media Release from Holiday Inn Auckland Airport Holiday Inn Auckland Airport hotel is now the perfect place to ‘holiday’ before or after connecting to domestic and international destinations, thanks to a multi-million-dollar refurbishment. Drawing inspiration from New Zealand and the Pacific, Holiday Inn Auckland Airport has a contemporary new look following a full renovation of…

The property’s ‘open marae-inspired design’ offers the perfect meeting ground for travellers and Aucklanders alike, giving it a ‘welcoming heart’ with bursts of colour, life and energy.

The stylish new lounge bar sits at the heart of the hotel, where the removal of its original floor and ceiling features has revolutionised the space and opened it up to the sub-tropical gardens and the new swimming pool deck.

The hotel’s restaurant is now a destination in its own right, taking diners on a culinary journey of native New Zealand in a Pacific holiday setting – think hanging plants, bursts of colour and authentic finishing touches.

Ten flexible meeting and function areas have received a fresh new look. The refurbishment reinforced the popularity of these rooms which have a relaxed resort, rather than city ‘feel’. The rooms are known to be particularly spacious, with an airy atmosphere and plenty of natural light.

Delighted with the transformation and the investment in Auckland and New Zealand tourism, Holiday Inn Auckland Airport General Manager Scott Schaefer described the new look as a “runway success”.

“From check-in to departure, there’s plenty to do to keep the family or colleagues entertained in comfort while you wait for your next flight or seminar,” he said.

“We have invested in games and other family-friendly amenities, reinforcing Holiday Inn’s family proposition and what the Holiday Inn brand is known for worldwide.

“A new cultural personality shines from within and it’s pleasing to say we’re now fully open for dining, weddings, ceremonies and family events. It is such a privilege to see the owner’s vision for the hotel come to life.”

New furniture, flooring, light fixtures greenery and artwork throughout has added a modern twist, complemented by injections of Maori wood carvings, gifted by the local Iwi.

The pool is an oasis of calm amidst sub-tropical gardens, although it’s just minutes away from Auckland Airport terminals and all major motorways.

A group of committed stakeholders in the project included owners Cockpit International, InterContinental Hotels Group (IHG), Designworks, JSC Ltd and construction company Format.

The creative Designworks team designed the hotel so all public areas were on one level, with a strong central core.

“Guests gravitate towards the central courtyard and pool area now that a variety of spaces have been opened up and flow into what is the ‘welcoming heart’ of the site,” said Designworks’ Group Head of Spatial Design Clark Pritchard.

“The overall style is relaxed and inviting, using a fresh and natural palette of materials interjected with pattern and colour to reflect the Pacific holiday concept while also celebrating New Zealand and Pacific modern art, flora and fauna.”

Jacques De Lange, Managing Director of construction company Format, said they were “proud” to deliver the transformational project.

“Holiday Inn confirmed the strength in their brand by investing hugely in an improved facility,” he said.

“Hotel General Manager Scott Schaefer, the hotel management and design team were outstanding in the delivery process of this lovely project.”

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New faces at Crowne Plaza Queenstown

by May 04, 2018

Media Release from Crowne Plaza Queenstown Queenstown’s premier lakefront hotel, Crowne Plaza Queenstown, has welcomed two passionate ‘foodies’ to its food and beverage operations. Chilean-born Alvaro Morales has been appointed Head Chef, while Colombian-born Juan Gomez takes the reins as F&B Manager. With culinary experience from across the globe, Alvaro is elated to step into…

Having worked for a number of international hotel chains in South America and Europe, he earlier honed his culinary skills working with renowned chefs Joan Roca and Albert Adrià while interning in three-star Michelin restaurants in Spain.

His passion for delivering banquets stems from fond family memories of enjoying huge feasts with his family in the Chilean countryside.

“Food is family, family is life, and life is family,” he said.

“This is something my grandmother taught me and is still at the heart of my cooking style today.

“Not only is Queenstown a paradise in which to live, it’s foodie heaven, and I’m so excited to be here.

“Food is an integral part of a visitor’s holiday experience and I’m looking forward to creatively showcasing my Spanish heritage, made possible with the exceptional New Zealand ingredients on offer.

For F&B Manager Juan, his desire to challenge himself and progress his career led him to Queenstown.

Joining InterContinental Hotels Group (IHG) in 2012, Juan has spent the last five years working in InterContinental Wellington’s Lobby Lounge, working his way up from host to supervisor to managerial positions.

His passion for drinks has naturally progressed into a love for exceptional food experiences, and he’s looking forward to being mentored by general manager Anna Edie.

“I’m really inspired by Anna’s comprehensive international hotelier experience and look forward to working under her leadership,” he said.

“I’m delighted to have the opportunity to lead my team to offer unique guest experiences for visitors and locals dining at threesixty restaurant, as well as conference delegates and business groups.”

General Manager Anna Edie is “delighted” to welcome Alvaro and Juan to the property.

“It’s an exciting time as we’re heading into a busy winter, and I look forward to watching our food and beverage operations grow from strength to strength under their leadership.”

Conveniently located in the heart of Queenstown’s visitor, retail and business district, Crowne Plaza Queenstown’s ground-floor threesixty restaurant is the perfect place to sit back, relax and enjoy breakfast, lunch and dinner, High Tea, or a good coffee.

About Crowne Plaza Queenstown
Located in the heart of Queenstown with superb mountain and lake views, Crowne Plaza Queenstown offers a rejuvenating, friendly and enjoyable experience.

As a 4+ Qualmark rated hotel, rooms provide a peaceful place to stay and are furnished in neutral tones. The chic bar area and award-winning threesixty restaurant enables you to connect with friends, family or colleagues in a modern and contemporary environment.

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VisitorPoint makes TRENZ debut

by May 04, 2018

Media Release from VisitorPoint New Zealand’s largest and most successful distributor of travel and tourism information is attending the country’s biggest annual business-to-business travel and trade event for the first time. With more than 30 years’ experience in brochure distribution, VisitorPoint will showcase its new client reporting products at TRENZ 2018 in Dunedin, sharing its…

Business development manager Jenni Powell said the 300 operators attending TRENZ made it an “obvious choice” for them to attend.

“After listening to the tourism and travel industry about the need for data, we’ve made significant investment into the development of our warehousing and distribution systems to create a one-stop-shop for operators’ print collateral management needs,” she said.

The system being unveiled for the first time at TRENZ will enable tourism operators to manage their print marketing investment in real time using the live VisitorPointOnline Reporting Suite.

Thanks to the innovative system, operators can access live reporting to review existing distribution contracts and costs, and monitor their national stock holding at the click of a mouse.

Most importantly, and in real time, they can track activity through VisitorPoint’s network of merchandised circuits as well as warehouse dispatches to trade.

“It’s vital information for a business to access so they can improve performance marketing to advertisers, as well giving them an invaluable insight into feeder markets and product demand,” said Jenni.

“This in turn helps predict accurate print runs to minimise wastage and maximise return.

“As the largest national distributor of travel information in New Zealand, we have great data to share with the industry which is extremely valuable to help ensure businesses are making the most of their print investments.”

VisitorPoint is currently celebrating its biggest year ever, with over 11 million tourism brochures distributed into the market.

“Our new online reporting suite could not have come at a better time, giving operators national visibility on demand for tourism products.”

Leisure and business tourism is now contributing $1.5 billion into the regional economy annually, with Queenstown and Christchurch leading the charge ahead of Wellington, Auckland, and Hamilton and Waikato.

“Printed tourism brochures are certainly not a thing of the past in New Zealand,” said Jenni.

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General Manager Appointed for iFLY Queenstown

by May 02, 2018

Media Release from iFLY Queenstown A Queenstown business leader with wide-ranging tourism industry experience has been appointed General Manager of the most exciting new tourism venture to launch in New Zealand this year. Matt Wong, 40, will bring his strong business and operational management skills to iFLY Indoor Skydiving, New Zealand’s only indoor skydiving wind…

iFLY Queenstown is a project between SkyVenture International which manufactures iFLY wind tunnels and Auckland-based couple Emma and Gary Beyer, former skydiving world champions from the UK and the US.

Matt, who starts his new role in early June, says he “can’t wait” to be working on such an exciting and unique adventure tourism activity.

“It’s an unbelievable opportunity to help launch and manage the most dynamic business to enter the Queenstown tourism market in years,” he says.

“iFLY Queenstown will be accessible to a wide demographic because it’s safe for all from three years upwards while still having the adrenalin factor.

“It’s perfect for all the new and emerging growth markets for tourism, and as it can continue to operate when the sun goes down and in any weather it fills a gap in the market where there’s not a heck of a lot of options for adventure tourism, and especially families, in the evenings.

“Thanks to Emma and Gary the company has a small ‘Kiwi’ feel to it with two passionate skydive professionals at the helm who are driven to make this thing work, with the backing of a global ‘family’ of experts in the iFLY international arena.

“To have directors who love what they do and are as passionate about flying as they are has been make or break for me. I can’t wait to build the team and the business and look forward to seeing how far we can take this dream of flight in the next three to five years.”

Matt’s most recent role has been as General Manager for Glacier Southern Lakes Helicopters in Queenstown, including overseeing and driving business for Queenstown Snowmobiles, the Franz Josef i-SITE Visitor Centre and helicopter operations in Franz Josef.

He was previously General Manager of the Queenstown i-SITE Visitor Centre, and World Travellers Queenstown and Wanaka.

iFLY Queenstown co-director Emma Beyer describes Matt’s appointment as an “important step” towards launching the business and growing a dedicated team of management and skydive professionals from around the world.

“For anyone who’s ever dreamed of flying, this is for you,” she says.

“Being in the wind tunnel is exactly the same freefall sensation as when skydivers jump from a plane, only you can safely float with no parachute, no jumping and no gravity pull towards Planet Earth!

“We’re delighted to have Matt on board to help bring this unforgettable experience to life, one that comes with 100% pure flight loaded with adrenalin, adventure and attitude.

“It will leave visitors grinning from ear to ear and is just as safe for kids as it is thrilling for teens and challenging for adults.”

iFLY Queenstown is located in Brecon Street, overlooking Queenstown Bay and the Remarkables Mountain range. Once open, it will operate every day of the year, come rain or shine. On-site facilities include a 360-degree viewing platform so visitors can share the magic with friends and family, and a bar and café.

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Influencer Engagement: Your Beginners Guide

by April 18, 2018

Influencers… We’ve all heard the term and most likely have some understanding of who or what they are. Perhaps we even hoped (or prayed) they would be a short-lived fad? But it’s time to accept they’re here to stay. YouTubers, ‘Insta-famous’ celebs, Twitterati and bloggers have muscled their way into the PR and marketing world…

Do I Really Need Influencers?

In short, yes!

With trust levels in traditional advertising at an all-time low, communications professionals are looking to build new ties with their audiences through influencer engagement.

According to a recent study by the renowned Pew Research Center in the US, 75% of communications managers allocated money to influencer strategy in 2017, with most allocating $25K – $50K.

And with good reason. In 2017, influencer content delivered 11x higher return on investment than traditional forms of digital marketing. This meant that companies on average made $6.50 for every $1 spent on influencer engagement.

STEP 1 – Planning Your Strategy

Like any business decision, plan it first.  Make sure to include the following in your plan of attack:

Budget – It’s surprising how many companies don’t realise you have to pay influencers for their time. Trust us, good influencers are making the big bucks today and no, gifting isn’t always enough. What’s your budget? Be sure to include costs for sending products, travel, appearances, events, gifting etc.

Demographic – Who do you want to target and where are they active online? You must have a sound understanding of your target market, so you can create a campaign tailored specifically to your audience. You need to go to them rather than expecting them to come to you.

Platform – It’s incredibly important to choose the right platform to target for your industry. Each social media platform has different specialities and audiences so make sure you’re engaging influencers who are popular on your most engaged platform. Hint: it’s not always Facebook!

Timeframe – Do you have a deadline or event you want to include for your strategy? Some of the best campaigns are often timed with holidays or special events.  Build a timeline so you (and your influencers) know exactly what’s expected and when.

Crisis Plan – Conduct a crisis analysis and look for any areas of your campaign that could lead to negative feedback or conflict. Identify them and work on a crisis strategy to effectively manage these situations. This can be anything from negative social media comments, meme’s or influencer image damage (think of Logan Paul – ex YouTube sensation).

Goals and Measuring Success – What are your key objectives and what results do you want the influencer campaign to achieve? Goals can be anything from monetary values, exposure, sales, online engagement etc.

 

STEP 2 – Research, Research, Research

Yes, it can be tedious, but finding your influencer superstars takes time and patience. Remember not all influencers are worth your time or money so be sure to check out their rates and engagement levels before adding them to your shortlist.

Start by searching popular hashtags on your chosen social media platforms. You can also research your industry competitors or use search engines, articles and blogs. If you’re struggling, get in touch with us and we’ll help you with the rest!

 

STEP 3 – Make Contact

Once you’ve finalised a list of target influencers it’s time to start the conversation. Influencers may have contact details on their social media accounts, or you may have to go through an agent (yes influencers now have talent agents).

Email is a casual but polite introduction of yourself and your business. Tell them why you think they will be a great fit for your brand and give them some general ideas of how you’d like to collaborate.

Keep it short and simple, more details can be communicated later if they’re interested.

 

STEP 4 – Collaboration Time

Well done! The hardest part is over. Now it’s time to sit back and watch the responses and offers roll in.

Start a dialogue with your influencers. Outline what’s expected of both parties including fees, timelines, gifting, exposure, engagement etc. Aim to come to an understanding about how working together will mutually benefit everyone involved.

While a written contract isn’t always necessary, it is always a good idea to have something in writing that states each party’s responsibilities and expectations.

Remember, like any business deal it’s vital to establish a strong working relationship. Always be polite and professional, so hopefully you can work together again in the future.

 

STEP 5 – Execution and Monitoring

Once your campaign goes live it’s important to monitor its success.

At this point you can introduce some sponsored (paid) content to help boost the post’s reach and drive organic traffic to your pages or website.

Always monitor the posts for any negative comments or feedback and use your crisis plan to respond or react accordingly.

 

STEP 6 – Finishing it Up!

Well done, hopefully your campaign was a raging success.

Now it’s time to generate some data and measure your return on investment. You’ll need to measure your engagement, reach, Google Analytics, website traffic, social media growth, unique new users etc.

Finally, get in touch with your influencers to say thank you and let them know how the campaign went. If you were happy with your collaboration, be sure to let them know and express your desire to work together again in the future.

 

Meaningful relationships, relevant influencers and targeted campaigns are crucial to any influencer strategy. Know the importance, but don’t know where to start? Let us help.

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Treble Cone Extends Earlybird Season Pass Pricing

by April 18, 2018

Media Release from Treble Cone Winter arrived with recent snow down to low levels and freezing overnight temperatures. And the good news is that snow lovers are in luck, thanks to Wanaka’s Treble Cone ski area. The South Island’s largest ski resort has extended its earlybird season pass sale to give die-hard local supporters, and…

Earlybird prices extended until the end of April (Monday April 30) means skiers, snowboarders and families can snap up season passes to hit the slopes as often as they want this winter, helping celebrate Treble Cone’s 50th birthday.

The deal is also the last opportunity for families to purchase a Family Unlimited season pass for two adults and children aged 17 or under, the perfect stress-free way for the whole family to enjoy winter goodness on the legendary Treble Cone slopes.

The earlybird extension is Treble Cone’s way of saying “thanks” to its loyal locals and avid fans.

For families living in Wanaka and Central Otago the offer gets even better, with Treble Cone reintroducing an extensive and better value local pass for children enrolled in Queenstown Lakes District and Central Otago District Council schools.

These passes are available to students from as far afield as Roxburgh and Glenorchy, part of Treble Cone’s renewed commitment to attract the next generation of young skiers and snowboarders. Passes are available until May 31, priced at just $99 for primary children and $149 for intermediate/secondary children.

Access to the mountain in 2018 will be easier than ever with the introduction of a free TC Mountain Shuttle to drive guests from the bottom of the access road straight to the slopes.

With lift access to 1960m, pass holders will be grinning ear-to-ear thanks to unlimited riding and no blackout days – meaning there’s no chance of missing a precious powder day.

Unlimited earlybird adult and child season passes are just $1399 and $349 respectively, providing full mountain lift access throughout the season. A Family Unlimited season pass is priced at $2599.

Renowned for its 550 hectares of skiable terrain, the longest vertical in the Southern Alps (a leg-burning 700m) and a sunny northwest-facing beginner area, Treble Cone is the perfect destination for every level of skier or snowboarder.

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Treble Cone welcomes new Ski Area General Manager Toby Arnott

by April 04, 2018

Media Release from Treble Cone Ski Area One of New Zealand’s most experienced and passionate snow sports professionals is joining much-loved Wanaka ski area Treble Cone as Ski Area General Manager. A seasoned snow sports veteran with over 15 years’ experience in local and international ski areas, Toby starts in his new role at the…

Having travelled the world as an international athlete he then started from the ‘ground up’ as a ski instructor in Queenstown before working to deliver elite level on-mountain events.

In his current role as General Manager of Snowsports at NZSki, he has been responsible for the strategic direction and overall operation of snow sports schools and management of over 400 staff.

Toby says he is “thrilled” to join the Treble Cone team as it celebrates its 50th winter season.

“I’m excited about working with the Treble Cone Board to bring a fresh approach to an already vibrant business,” he says.

“It’s a natural progression to my career and probably comes with mixed emotions, having grown up in Queenstown and skied here all my life, but I’m looking forward to a change of scenery.”

Toby is renowned for bringing the highest levels of leadership and organisational goals to the snow sports industry.

“I’m proud to have helped developed superb levels of staff loyalty and retention.

“Treble Cone has some first-class people working on the mountain and it’s vital to work with a team that recognises the importance of providing exceptional customer experiences from the moment a guest arrives, through to their departure.”

Over the years Toby has held numerous positions in the ski industry including as Chairman of the Snowsports New Zealand Alpine Sports Committee, has been heavily involved with development of young up and coming skiers and event management of the New Zealand Universities Winter Games.

Treble Cone Chairman Don Fletcher says Toby brings a unique skill-set and in-depth understanding of how alpine resorts and their individual departments operate to his new role as Ski Area General Manager.

When he’s not on-mountain enjoying the white stuff with his family, Toby spends his time mountain biking, road cycling and kayaking.

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Book describes aerial 1080 drops as ‘eco-crime’ against NZ bush

by March 29, 2018

Media Release – The Quiet Forest   A fledgling tui called Malcolm and a bush devoid of birdsong seem unlikely motivators for a book. And a retired Professor of Rheumatology would not be number one pick as the author of a book about aerial 1080 poisoning. Dunedin-born author Fiona McQueen admits her subject choice is…

As someone who’d always aspired to write, she thought it might be a children’s book or, at the very least, something just a little less controversial.

After moving from Auckland to Glenorchy, from where she still travels to Invercargill to work as a consultant rheumatologist for the Southern DHB, she became increasingly concerned about damage to the environment and decided to “put her head above the parapet” to write the book.

McQueen, who has a lifelong passion for tramping and experiencing the New Zealand bush, applied her considerable scientific research skills to finding out more about the pros and cons of 1080.

The result is ‘The Quiet Forest’, a 200-page tome outlining the case against what she calls the “eco-crime” of dropping poison all over the New Zealand forest.

It tells the story of a group of trampers who walked into deepest Fiordland only to find an area littered with carcasses of deer, wood pigeons and possums and with virtually no native birds in sight or sound.

And its prologue tells the tale of Malcolm the Tui, who McQueen and her family rescued in Auckland and hand-fed until he grew up and flew into the wild.

“I’m not the dry scientist people might think I am, I’ve always wanted to write a book,” she said.

“I’m not anti-Government, in fact I’d describe myself as part of the establishment. But what I’ve seen and heard about 1080 upsets me on a heart level because of my feelings for the New Zealand bush,” she said.

“The bush is a spiritual place and we’re stuffing it up. It’s an eco-crime to drop 1080 in this random, indiscriminate way because they’re being so cavalier with this stuff.

“Yes it kills possums and rats, but it also kills deer most horribly and birds and insects. And then we’ve cleared the way for the rats to come back because they’re the ultimate survivors.

“It’s an industry that’s funded by the taxpayer yet most people don’t know the extent of the poison drops nor the number of New Zealanders who have real concerns.

“Democracy is being undermined because the drops are now organised by the Ministry of Primary Industries which makes it harder than ever before for people to find out information or complain.

“I’ve done extensive research into this and conducted many interviews and after two years produced a book that aims to be readable, aimed at the average person and demystifying the science as much as possible.”

And as for Malcolm?

She thought of him when she learned that aerial 1080 had been dropped for pest control in Auckland’s Waitakere Ranges, very near to her old home. Although Tuis aren’t supposed to be susceptible to 1080 as they are nectar eaters, her book research discovered that it kills insects and insect-eating birds.

She thinks of him when she considers what she calls the New Zealand 1080 Experiment, in which scientists, DOC workers and politicians are ‘playing God’ in the country’s unique and irreplaceable ecosystem.

‘Killing native birds actually constitutes a crime under the NZ Wildlife Act of 1953, but for some reason deaths induced by the Department of Conservation seem to be exempt,’ she writes in the book.

“Dropping poisonous chemicals all over our pristine and beautiful place is appalling n all levels and has to stop. If something isn’t done there’s going to be a disaster,” she said.

The Quiet Forest: The Case Against Aerial 1080 can be bought on the Tross Publishing website www.trosspublishing.co.nz. The book costs $35 including postage within New Zealand.

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Fiona’s top tips: brand storytelling

by March 28, 2018

So you’ve developed a successful business and got yourself a brand. But as that business has evolved and grown, whether you’ve been going for two years or twenty, are you effectively communicating your brand story to your audience? You might be thinking “why do I need to do that?”.

Because brand storytelling is pretty much the most important tool in your toolbox when it comes to telling the full story about your business – who you are, what you do and why people should care.

If you’re a start-up it can help shape your culture, and if you’ve been in business a while, your marketing team should use it to help attract long-term consumer engagement and drive buying behaviour.

3 brand storytelling top tips:
1. Know who you are

For starters you need to understand some branding basics, like the difference between a logo, a brand identity and a brand — all very different things, but equally important when maintaining a successful business.

Think about it in terms of YOU.

Your logo is your name, or nickname.

Your clothes, how you walk and talk – that’s your identity.

Your personality (how people talk about you) is your brand.

Once you’re sure you have your ‘brand-self’ down pat, think about how you’re going to convey your personality in such a way that your target market (your customers) buy into you and your brand.

 

2. Find your stories

If you want to share your brand story on the local, national or world stage, you need to:

  • Be unique
  • Be authentic
  • Know and represent your values consistently
  • Drive demand (in a subtle way)

Ask yourself what’s special and unique about your business. How do you craft your story and tailor it to different customers and target markets? Think about ways to tell a story around how your customers will benefit by using your product or having your experience.

That’s why Coke makes ads about family bonding and happiness rather than the taste of their drinks because they’re emotionally engaging their viewers.

Find your own ‘clean air’, a niche topic or line of conversation or advice no-one else owns, or a new angle on something no-one else has said.

In a nutshell, be more interesting. And more appealing.

 

3. Have a strategy

It’s all very well to have a business strategy that’s all about the dollars and cents, but what does your ‘creative’ plan look like?

When planning your strategy ask yourself what makes you authentic, unique and in demand?

Start by defining your story, core values and point of difference and use them as a foundation to build your strategy and key messages from the ground up.

Think about creating or finding your brand ambassadors — it may take time, but reaps huge rewards, simply because it’s someone else telling your story and advocating for your business rather than you giving your audience the hard sell.

Your creative strategy should work in tandem with any marketing or business development plans in terms of language, tone and timing.

 

Case Study: The Southern PR re-brand

Last year we ‘took stock’ of our own company and decided we needed a brand re-fresh that came with an injection of colour and creativity.

We’re a well-established, 24-year-old brand known throughout New Zealand, so we weren’t about to throw the baby out with the bath water.

After starting out with a brand that was strongly connected to the first two directors, a few years ago we stepped away from the ‘names on the door’ approach and re-branded as Southern PR.

Southern PR’s brand proudly reflects our place in the South Island, and in the Southern Hemisphere.

In 2017 we decided our brand needed a younger, fresher approach to talk to our target audience. We asked ourselves a range of questions to determine what we wanted, our target market, the purpose of our website, our social channels and our priorities and how our storytelling was going to change accordingly.

We love our new brand and so do our clients. We like nothing better than to ‘tell the stories’ of our people, our clients and our business success through a wider range of channels.

We do that in a much more visual way – through Instagram Stories, Pinterest, videos and the like, because that’s how people absorb content these days.

So if you’d like a download on how brand storytelling might help your business, don’t hesitate to get in touch.

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TESTIMONIALS

what our clients say

“Southern PR were great to work with, and they got some great results during the launch of our Cardrona Cabin. We’ve found using local representatives very successful, and Southern PR are one of the best.”

Founder Daniel Gudsell – Abodo Wood Ltd 

“The team at Southern PR is absolutely top notch. For general PR, social media expertise or crisis management, you want Fiona and her professional team in your corner.  Working with them is always a pleasure and I cannot recommend them highly enough.”

Director Gavin Taylor – GFORCE Paragliding

what our clients say

“I am very proud to have worked with Southern PR for nearly a decade. I love working with them, not only for their creative and thorough briefs and clear communication on shot requirements but also their enthusiasm on the shoot days.  If you want a positive, focused and creative team to get your brand out to your target market – Southern PR are your team!”

Photographer & Director Jackie Gay – Still Vision Photography