Who would have imagined that the covid crisis would re-energise the popularity of trout fishing? But it has!
The benefits of effective promotion was proven years ago before the TV era by posters. Every bus and railway station had these posters on display. But since then TV has taken over as the main “influencer”. So…
While tourist accommodation in other tourist centres have been complaining about lost revenue and relying on Government hand-outs, the Taupo region appears to have enjoyed improved occupancy rates. (Yet we are not even accommodating any managed isolation facilities for returning Kiwis or WINZ emergency housing.)
Some may claim that in Turangi it may have been led by huge spawning runs confirming the best season for about 20 years, but that might be only part of the story.
Why has trout fishing suddenly experienced a revival? TRM’s usual occupancy pattern during the winter spawning runs is to see more visitors from West Island but obviously they have not been able to get here. So what has caused the popularity over the last two months?
It has to be the result of good effective promotion by DGLT (Destination Great Lake Taupo) who are the council’s tourist promotion team – aka LOVE TAUPO.
Their recent campaign promoted fly fishing across large digital billboards and also on TV. So we can only blame their sexy scenic images.
Who could resist that invitation below. Absolutely brilliant promotion!
(So what was Taupo Council’s response. They cut their budget by 20%! What extraordinary forward-thinking commercial strategy…)
Perhaps TRM is able to gauge any increased demand from anglers better than other motels relying on booking-dot-come over-nighters, as we have been targeting anglers for the last fifteen years. For May & June months we have enjoyed the highest occupancy rates in our 15 years at TRM. Why? It has to be a direct reflection of the marketing and promotion by DGLT. So we and the entire trout fishing industry owe them a BIG vote of thanks. Despite staff reductions and budget cut-backs, they do such a fantastic job.
Another more subtle media promotion you may have noticed is every night on TV1 Seven Sharp programme when the backdrop features a trout angler. Such continual exposure during peak viewing time has to get results. So we owe them too.
Of course TRM anticipated this over five years ago when the above brief video slide show was posted to explain the real reason why tourists came to Turangi. Enjoy…