NZ Country Trails: A Marketing Plan




NZ Country Trails is an on-line directory, <>. developed by Jim Collins & Partners in association with Federated Farmers NZ, which aims to connect travellers to unique rural experiences throughout New Zealand. 


Rural property owners will be able to list their activities for travellers to research unique rural kiwi journeys and for travellers to contact property owners directly to make their own visiting arrangements.


In return for the hosting of a rural property on the site and a plan for marketing the Trail throughout NZ and overseas property listers will be charged a listing fee, the details of which will be announced shortly. 


The marketing power of NZ Country Trails is vested in:

  • the diversity of rural activities embodied in it; 

  • the Trail being a network of rural activities which run from one end of New Zealand to the other, 

  • the popularity of “drive journeys” throughout NZ;

  • the convenience for international and local tourists in viewing a Trail when planning a visit throughout NZ.


The Plan


The Marketing Plan will encompass the following features:

  • digital presentations and hard copy flyers and brochures presented to travel agencies and travel businesses, (travel tour bus companies and operators) on what the Trail could offer their clients;

  • promoting the Trail to the Regional Tourism Organisations by organising special regional events eg “Open Days” for the Trail listings in a particular region;

  • establishing a Trail newsletter distribution list providing regular updates to tour companies, agencies and consumers on new Trail listings and activities of special interest;

  • recruiting from among the listers on the Trail people to provide, within each of their regions, advertising material to organisers of field events and community groups interested in rural travel experiences;

  • ensuring the Trail website is properly linked to website search engines;

  • writing articles on Trail highlights for publication in travel magazines;

  • arranging for articles to be written by travel journalists for publication in travel supplement;

  • advertising on local community notice boards,


Video - The NZ Country Trails story


A short video which featured recently on TVNZ’s Rural Delivery programme 

about the story behind NZ Country Trails can be viewed by clicking on the link below;


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