Trade and media familiarisation trips (famils) are organised tours or experiences provided by tourism organisations (such as TNZ and RTOs), travel agencies, and tourism businesses to introduce travel trade professionals (such as travel agents, wholesalers, IBOs, and OTAs) and media representatives (like journalists, influencers, and bloggers) to a destination's offerings.

What Are Trade and Media Famils?

  1. Trade Famils: These trips are aimed at travel trade professionals, helping them experience a destination so they can better promote and sell it to their clients. Trade famils allow agents and operators to gain firsthand knowledge of local attractions, accommodations, activities, culture, and the region.

  2. Media Famils: These trips target media representatives who can showcase the destination to their audiences. By hosting journalists, bloggers, and social media influencers, the destination leverages their platforms to reach a broader audience. Media famils often generate articles, social media content, and other forms of coverage that highlight the unique aspects of the destination.

Value of Famils in Tourism

Famils play a crucial role in the tourism industry by providing direct exposure and authentic experiences that enhance marketing efforts. Key benefits include:

  • Building Authentic Knowledge: Travel professionals and media gain a deeper, personal understanding of the destination, helping them create more accurate and enthusiastic recommendations or coverage.
  • Increasing Destination Visibility: Media famils, in particular, attract attention and curiosity by showcasing the destination’s highlights to new audiences, often in a compelling, story-driven way.
  • Enhancing Destination Sales: Trade famils equip agents with the information and confidence needed to better promote and sell travel packages to the destination.
  • Creating Trust and Relationships: Famils foster trust between tourism boards and trade or media partners, building long-term relationships that encourage repeat coverage or package sales.

Overall, trade and media famils are essential marketing tools that amplify a destination's appeal, increase tourist numbers, and support sustainable growth in tourism by ensuring the right message and experience are shared.

Media Exposure Highlights

Kia Ora Magazine

A premium publication created for Air New Zealand customers, delivers beautifully illustrated and engaging editorial content that covers insightful travel features and stories on local businesses and culture, reaching a broad and diverse readership.

Collaborating with Kia Ora magazine is a powerful way to showcase The Coromandel to over 410,000 engaged readers in a travel-ready mindset. It was a pleasure for Destination Hauraki Coromandel and the industry to host editor Virginia Larson to experience The Coromandel firsthand, enabling this feature.

With stunning visuals and immersive storytelling, Kia Ora magazine inspires travellers to explore authentic New Zealand destinations—making it the perfect platform to highlight what makes The Coromandel truly good for your soul.

Virginia Larson Kia Ora Magazine Editor

Media Famil (Hosting)

Virginia Larson, Editor of Kia Ora magazine, was hosted in the region by Destination Hauraki Coromandel as part of The Coromandel Cure campaign. Her visit was made possible with the generous support of Mercury Bay Estate, Cathedral Cove Kayaks, The Pour House, Mercury Ridge, and The Lost Spring, who covered her accommodation, dining, and experiences, along with additional support from other local businesses.

Kia Ora Mag

Print Publication - Sep 2024

With over 40,000 copies printed and a readership exceeding 410,000, Kia Ora provides an ideal platform for showcasing visitor experiences to a captivated audience immersed in a travel mindset, offering uninterrupted moments to connect with compelling content.

Air New Zealand inflight magazine in seat pockets on all domestic flights and available on international flights

Monthly print run + 40,000

Readership +400,000

https://www.dropbox.com/scl/fi/ix1jjz2sn37kf0eutbvpq/Kia-Ora-Mag.png?rlkey=8rsddn80f656ztguac5p12moy&dl=0

Sachie's Kitchen - New Zealand. Jan 2024

Sachie’s Kitchen is an exciting new food series that celebrates Asian cuisine and inspires viewers with simple, amazing dishes to make at home. Founded by Sachie Nomura, Sachie’s Kitchen is both a cooking school and a TV show dedicated to bringing the rich flavours of Asian cuisine to a wider audience.

Destination Hauraki Coromandel, in collaboration with six other New Zealand regions and Hong Kong, supported an eight-episode series that launched in July 2024. The series aired across multiple channels in New Zealand and Australia, reaching audiences with captivating content about the regions.

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Air NZ Inflight Entertainment

Recent Examples

Stefan Ostrom - Australienresor Travel, Stockholm Sweden. Nov 2024

Stockholm-based Travel Designer Stefan Ostrom has spent the past four days exploring The Coromandel as part of his month-long New Zealand journey. Hosted by Destination Hauraki Coromandel as part of their international trade marketing efforts, Stefan has been experiencing the region’s unique offerings firsthand.

Shelly Beach Top 10

Tree Donation - Supporting Good for your soul kaitiaki

During his stay at Coromandel Shelly Beach TOP 10 Holiday Park, Stefan donated trees to support the Good for your soul kaitiaki initative—a tree-planting initiative dedicated to "Protecting today to visit a better tomorrow" and helping offset his travel impact.

 

Australienresor

Australienresor AB Travel Agency

Stefan will return home with firsthand experiences of The Coromandel, equipping him to promote and sell the region through his travel agency. His insights gained from the famil will enable him to offer more authentic recommendations, boosting The Coromandel’s visibility and appeal to potential visitors.