Opuke Thermal Pools and Spa will be a major tourism attraction in mid-Canterbury with the ability to influence regional patronage and a well-developed marketing strategy will be a key determinant for success.
Weekend patronage will initially be driven by domestic demand. Weekday patronage will largely be driven by tour groups, FIT (free/independent travellers) and international tourists.
The marketing focus will initially target mid-week business (Monday to Thursday) and off-peak periods during the day (9am to 11am and 7pm to 9pm) to achieve a more evenly distributed patronage profile.
Digital marketing and incentives channelled through tour operators and our marketing partners will be used to promote compelling packages and experiences that will attract visitors at off-peak times e.g. “Soak with the stars” – combining a bathing/star gazing experience with inclusive food and beverage options.
Strategic marketing partnerships will be formed locally, regionally (e.g. Christchurch Airport and Experience Mid-Canterbury) and nationally and with various tour operators (e.g. ANZCRO and Flight Centre) to leverage existing business tourism networks, enabling deeper access to national and international markets.
The greater the level of community and business partnership, the more successful the Opuke Thermal Pools and Spa will be in attracting new visitors to the region, and the more desirable Methven will become as a tourist destination.
This project already has the ‘buy in’ of Methven’s businesses and community.
This collaborative connection with complementary businesses and the community is likely to significantly increase the reach of the marketing budget and provide a competitive advantage over other hot pool destinations that primarily market themselves as stand-alone destinations.