Why stage a Festival?
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Transcript of Why stage a Festival?
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Why stage a Festival?
…a sporting event provides a chance to share a detailed, authentic experience of a host
nation.
…to bring to life the essence of the local culture in a way that an advertising
campaign never can.
Future Brand Country Brand Index Report 2009
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REAL New Zealand Festival• Biggest Festival ever staged in New Zealand and a
Rugby World Cup first
• Showcases New Zealand and New Zealanders, our stories, who we are and what’s important to us
• Unforgettable experiences for New Zealanders and overseas visitors in every corner of the country
• Reasons to follow the Rugby the long way round
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What Makes it REAL?A festival of Rugby. A festival of a country. The REAL New Zealand Festival.
• Comes from New Zealand communities
• New Zealanders presenting events and experiences they choose for their region, area or community
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REAL New Zealand FestivalBroad Programme• On and off the field: Rugby is in our DNA• Wine and food; our industries and innovations• Our arts; our music; our cultures• Fanzones sit at the heart of a city’s festival• 600 events confirmed so far with 1,000 events and
experiences by Tournament time
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REAL New Zealand FestivalEngaging the nation• Beyond the 11 Match cities and 22 Host cities with
events in around 50 towns and cities
• Working with independent producers, event organisers, and small and large organisations including New Zealand Symphony Orchestra, NZ Rugby Union, World of WearableArt
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REAL New Zealand FestivalFor everyone – whether they’re following the Rugby or
not!• RWC 2011 visitors from overseas – 85,000+• Non-Rugby international visitors• New Zealanders following the Rugby• New Zealanders keen to be part of the fun but not
attending• New Zealanders staying home
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REAL New Zealand FestivalTaking the long way round• 45 days from start of Tournament to Finals• 25 days of matches – plenty of time in between to
see more, discover more and experience REAL New Zealand
• Encouraging everyone to ‘take the long way round’• Urging New Zealanders to travel to – and stop in at –
places they haven’t been to before
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REAL New Zealand FestivalMapping Your Trip• Follow a team, Australia for example– First games in Auckland and Wellington– Time to explore Marlborough/Nelson
(Indulge Marlborough on Sept 30) ahead of game in Nelson (Oct 1)
– Explore more in Marlborough / Nelson / Wellington before Quarter Finals
• Trip planner on website helps with itinerary ideas
• www.realNZfestival.com
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REAL New Zealand FestivalPart of NZ 2011
Showcases New Zealand’s uniqueness through
• the REAL New Zealand Festival• the REAL New Zealand Showcase • NZ 2011 Business Club• Community Engagement
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September – October 2011Follow the Rugby the long way round
realnzfestival.com