NavigateOceaniaCredentialsJan16

Credentials doCument

t navigate oCeania we share our clients passion for luxury travel that delivers highly personalised experiences to cherish for a lifetime. We leverage our extensive global networks and marketing expertise to deliver luxury travellers to our clients.

© Navigate South Limited, 2013

and and are trade marks of Navigate South Limited. All rights reserved.CONFIDENTIAL




3 WelCome

4 baCkground

5 Working With the team

6 brand portfolio

•navigate+

•navigatecommunicate

•navigateconnect

7 media partners

8 navigate Clients

9 Case studies

12 Want to learn more








i often reflect on the privileged position that i find myself in at navigate oceania. for more

than 13 years we have represented the owners of premium quality luxury properties in new Zealand and the south pacific. these properties are like heaven on earth and for guests they offer experiences to treasure for a lifetime. i respect the long-standing relationships we have with our clients and global suppliers. it is honest and lasting relationships that ensure all our businesses flourish.

navigate may be a business but it feels, and has always felt, like a privilege. i appreciate that this may sound cliché but, i absolutely love what i do. every day i get to work with people who are passionately creating the very best travel experiences – what’s not to feel great about!

We create very honest and lasting relationships with our clients, many of whom have been with us from the start. since creating navigate, the

team that have joined me are exceptional. their knowledge, drive and apparent endless wealth of ideas and new ways of dealing with old problems, never ceases to impress me. the luxury travel market is hard work in all sectors, but when we work together to get it right the end result can be spectacular. We all play a part in creating amazing moments that will result in life long memories for someone – again what’s not to feel great about.

there is more detail on navigate brands inside this prospectus and how you can take advantage of this exciting new way of presenting your property to domestic and global travellers.

elcome tonavigate oceaniaW








ackgroundB A confidence hAs returned to the globAl luxury trAvel MArket And it is A pleAsure to represent A collection of independently owned sMAll luxury hotels And resorts bAsed in new ZeAlAnd And the pAcif ic.

navigate oceania is a global marketing amd pr company with a solid reputation over the past 13 years for

delivering luxury travellers to our client’s small luxury hotels and resorts. our blend of marketing, industry experience, relationships with supplier principle influencers and experts in the luxury niche channels ensure we understand the wants and needs of luxury travellers. results are everything and our style and strategy in marketing is successful.

navigate is respected for its intimate knowledge of what motivates global luxury suppliers and travellers. and right now there is a shift in what suppliers need and expect from luxury accommodation providers in the world. the global financial Crisis has forced suppliers to cut back on in-house marketing resources and as a result, more owners are

now turning to navigate oceania to provide them with much-needed marketing and pr expertise to provide suppliers and consumers with print ready collateral, staff training, good media stories to reach the consumer.

global suppliers are time-poor and acknowledge the collection built up by navigate is something they do not have the time or capability of replicating.

key supply chain partners and consumer media publications cannot maintain relationships with all individual properties. they want to work with collections like navigate who are trusted aggregators of premium product in our part of the world. owners, principle influencers and journalists recognise our global reach, professionalism and effectiveness.






orking With the teamW

karine thomasdireCtorkarine is highly respected as a top-level strategic

business practitioner who has the ability to develop high-level planning and implementation.

a hallmark of karines leadership in the industry is her ability to develop and maintain enduring personal relationships with her clients and the ever changing global supply chain.

she is recognised as one of the most successful marketing, press and public relations specialists in australasian and south pacific luxury travel and tourism.

after an early career in sales and marketing of luxury hotels in london with the hyde park hotel (now the mandarin oriental), she went on to work in senior sales, marketing and publicity roles with such major hotel companies as forte hotels, shangri la, radisson and starwood based in the uk, europe, usa and australia. she returned to new Zealand after 20 years working in luxury hotels in 2000.

a winner of many prestigious tourism and advertising awards worldwide, karine continues to excel by winning awards annually for her current clients.

karine’s network of travel and media contracts, and her solid experience in the international luxury tourism market working with consortia such as virtuoso, signature and american express fine hotels and resorts, ensures navigate provides a cost-effective source of targeted marketing and press coverage for clients.

a board member of the new Zealand tourism industry association and inaugural member of the pure

luxury board, karine completed her master of management (luxury branding) at the university of auckland, holds a post-graduate diploma (business), university of auckland and a graduate diploma of advanced hotel marketing from Cornell university in nY, usa. in 2010 karine was a finalist in the veuve Clicquot (new Zealand) business awards.

laura hungerfordChannel marketing manager

laura manages and develops content, domestic plus global distribution strategy and online development of the navigate CommuniCate anDnavigate+brands.Sheisan excellent creative writer and is a contributor of our in-house magazine navigate Confidential. a recent graduate of the stanford graduate school of business, mba program (usa) and with a bachelor in arts in psychology and english from duke university (usa). laura’s previous role was as global marketing and strategy manager for bare escentuals, in the skincare division. prior to completing her mba, she held various marketing roles emphasizing new product launches and was strategic brand manager with J. Walter thompson in new York. laura is widely traveled and fortunate to have experienced a wide range of luxury travel experiences. she is well traveled throughout new Zealand, australia and the south pacific

glYnn Christianpress relationsglynn Christian brings unrivalled international

journalistic experience to navigate in the fields of hospitality, food and wine and travel. he is the editor of our navigate Confidential magazine and writes all our media releases and copy for print, social and e-media.

he has regularly written for the new Zealand herald and their sunday magazine Canvas, on food and cookery, hospitality venues, interior designers and as their restaurant critic. he is also an experienced food and wine judge: including most recently Chief Judge for the hong kong food festival.

during 35 years based in london he was first brochure writer for Clarksons, the pioneer of jet-based inclusive holidays from britain, for whom he created a new style of brochure writing. as a london-based food writer, glynn wrote for the sunday telegraph and for elle uk for five years, as well as for leading magazines as punch, house and garden, bbC good food and gardens illustrated.

team Supportnavigate has assembled a team of specialists who support the key team members.

these co-ordinators provide a service second to none. they do this because they believe in what they do.

among the support services provided are assistance with social media, online travel agent management and other specific communications.

the support team are specialists in their area of marketing or communications and this adds real value to the level of communications on behalf of our clients.

the navigate strategy around support staff delivers flexibility so that we can secure the services of skilled professionals who know how to leverage the rapidly changing media landscape.








Brand portFolio

ntroducingifor 13 yeArs nAvigAte oceAniA hAve undertAken specif ic MArket ing coMMunicAtion Modules for our cl ients directed to iMprove posit ioning And plAceMent of their sMAll hotel within the supply chAin, And to the consuMer bAse.

navigate+this is a showcase to the worldwide supply chain via a White label website and brochure individually populated with the supplier logo and contact details.Your product reaching tens of thousands of consumers a year, plus we train over 5000 travel professionals a year via webinar sales training and social media communications.(the navigate+website works as a click through on the supply chains existing website.)

navigate CommuniCateexclusively target the most valuable sector of luxury domestic and global print and social media, plus luxury brand alliance’s

•DigitalandPublicRelationsstrategyplusaction plan with focus on conversion then measurement

•awardwinningsubmissions•Socialmediaanalysis,databasemanagement

and content provision•PublicRelationopportunities,media

databases and media releases with extensive follow through to key publications

navigate ConneCtacclaimed, proven and strategically implemented, professionally managed marketing programs.•annualnavigatedomesticproductupdate(fullday

training seminar for inbound)•onlinetravelagentwebsitemanagementand

optimization•Fullbuildnew-agewebsites,socialmedia

development and management of optimization•Branddevelopment,marketingplanswithresults.

our marketing modules below offer a 100% solution to a range of absolute must haves for a small luxury hotel marketing mix

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ur media partnerS

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othe nAvigAte oceAniA teAM hAs worked hArd over the pAst 13 yeArs bui ld ing strong relAt ionships with influentiAl stAkeholder pArtners, And MediA Across the globe.



GOLFPLAY BETTER

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magazine

AUG/SEPT 2015 $10.90

PLUS CELEBRATING KIWI SUCCESS Danny Lee, Ryan Fox, MichaeL henDRy PLAY BETTER GOLF 1 cLub, 5 shots GOLF TRAVELLER the Dunes, Phuket, FLoRiDa

Kinlochthe big reveal

it is our trusted relationship with these networks that delivers results for our members’ properties in new Zealand and the pacific.navigate’s business model is two-pronged:

1. represent the very best lodges and resorts, offering an authentic character and experience unique to its region.

2. exclusively target the most valuable sector of luxury domestic and global print and social media and their complementary luxury brand alliance’s

navigate has built strong global relationships with quality luxury targeted media partners.






avigate clientSnour current And pAst cl ient l ist reflects A broAd rAnge of work. our services for these cl ients AlwAys include working with A full MArket ing And publ ic relAt ions strAtegy with iMpleMentAtion.

a seleCtion of past and Current Clients






aSe Study 1c A structured ApproAch to MArket ing And coMMunicAtions

baCkgroundalthough the luxury villas (x4) had an existing website and printed collateral, they had not launched to market.

briefsnavigate provided full pre launch 6 months smart (strategy, measurement, action, resources and time frame) planning for first two years of operation as contracted. navigate undertook domestic and international media, marketing and sales actions.

approaChnavigate undertakes a structured approach with communications, marketing and sales for both domestic and global supply and media channels. a 30/70 split for domestic and international business was researched as being targeted, and strategic actions plans put in place. While media, domestic and international, was implemented early by navigate (brief, research, writing and issued) we worked in 1/4ly themed releases and distributed in 6 languages: english, french, german, spanish, Chinese and russian. during time the website was re-written to better reflect the product. new collateral was developed for use in print and digitally, with different focus for media, wholesale and consumer. famils were planned for key inbound and consortia (virtuoso, signature, american express etc.). assistance with media and marketing through tnZ was valuable and sourced.

aWardsless than two years after opening annandale won the top award; 2015 World travel awards, ‘World’s leading experiential’ property.

outComesannandale has been profiled in editorial in some of the most prestigious publication’s globally within the first two years of its opening - travel& leisure, robb report, elite traveller, forbes rich 200, Condé nast traveller, harrods magazine, Wallpaper, sydney morning herald (traveller), virtuoso traveller et al. domestically annandale featured front page in new Zealand’s national sunday magazine Canvas, air new Zealand’s kia ora magazine. World, urbis et al. amongst others featured on their website www.annandale.com

virtuoso membership was offered and accepted in just over one year into opening.

While navigates full service is comprehensive, it is important to note that our service works best because we devote ourselves to one-on-one relationships with media and key luxury consortia contacts. We know who the key luxury travel advisors in the world are, and without doing this some media and those all-important luxury consortia memberships would have remained hidden for annandale.

Client






aSe Study 2c A structured ApproAch to MArket ing And coMMunicAtions

baCkgroundthis new Zealand super lodge was now 13 years old, historically a strong occupancy and multi award winner, the lodge had plateaued.

briefsproviding a full 12 month smart plan (strategy, measurement, action, resources and time frame), navigate was instructed to put the lodge through a soft re-brand – (new photography, logos) but importantly, introduce updated key messages/stories to media and suppliers.We needed to introduce a new reason for luxury travel agents and media to want to refer and write about this wilderness lodge. super lodges in new Zealand had become a crowded market – many more new entries had opened in the previous 13 years and with media focusing on new openings and an emerging ‘villa’ market, and there was pressure to provide ‘value’ within the higher tariff product.

approaChnavigate undertakes a structured approach with communications, marketing and sales for both domestic and global supply and media channels. a 40/60 split for domestic and international business was researched as

Client

signature experience 1: estate to plate safari signature experience 2: wild food cooking school

signature experience 3: Maori food trail

3

1 2






aSe Study 2 cont.c A structured ApproAch to MArket ing And coMMunicAtions

being targeted and strategic actions plans put in place. a two prong approach was developed whereby 1. value was addressed by following the successful south african lodge model and including key ‘signature experiences’ inclusive in the tariff. key experiences were developed by navigate based on the top selling, off site experiences guests undertook that could be replicated on site. 2. new ‘stories’ were developed by navigate around the new experiences and pitched to domestic and global media, plus key inbound and consortia (virtuoso, signature, american express etc.). assistance with media and marketing through tnZ was valuable.

aWardsthe year treetops lodge ‘signature experiences’ were launched, 2013 – navigate was awarded by the public relations institute of australia (pria), ‘best new marketing Concept’

in 2014 treetops was awarded by the World travel awards, ‘best experiential property australasia’.

in 2015 treetops was awarded the prestigious - ‘Conde nast traveler usa best top 100 resorts’ (readers Choice awards)

outComessince the ‘signature experiences’ were launched two years ago the following media have filed editorial – tatler magazine, robb report, singapore airlines magazine, Cathay pacific inflight magazine, london luxury magazine, the mayfair magazine, Conde nast traveler, virtuoso traveler, signature magazine, et al. domestically, treetops has featured in the new Zealand herald, air new Zealand’s kia ora magazine, World, simply nZ, australian gourmet traveller, et al. amongst others featured on their website www.treetops.com.

treetops occupancy has risen in the last year. While navigates full service is comprehensive, it is

important to note that our service works best because we devote ourselves to one-on-one relationships with media and key luxury consortia contacts, we know who the key luxury travel advisors in the world are, and we target those influencers.

signature experience 4: ‘rituals’ spa treatmentssignature experience 5: five star kids cub

4 5






Want to learn more? to tAp into the expertise, skills And experience

of the nAvigAte oceAniA teAM

Call or email

karine thomase: [email protected]

P:+6493073633m:+6421753022

You can also visit us on our website at:

www.navigateoceania.com

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NavigateOceaniaCredentialsJan16