PUBLICITY IN AMERICA

Nelson Evening Mail, Volume LXXI, 13 January 1938, Page 8

PUBLICITY IN AMERICA

APPOINTMENT OF REPRESENTATIVE WORK OF TRAVEL ASSOCIATION NEW SCHEME INAUGURATED The appointment of a representative 1,1 Canada and the United States was leporled on at a meeting of the executive of the South Islands Travel Association this morning, by the director, M»* J. J. W. Pollard. The report stated, inter alia:— From the foundation of the South Islands Travel Association it has been apparent that representation abroad was desirable, even necessary to the effective discharge of the association's functions, but the association lacked the funds required to establish overseas i epresenlations on a proper basis. Proposals to appoint such a representative in Australia have been considered, but owing to lack of funds nothing has been done. However, the advent of Miss Edith M. Sykes presented an opportunity for action in Canada and >e United States, and action has been taken. Briefly, the association has committed itseif to the establishment of a special fund of £3OO. and of this amount £2OO has been raised with the assistance of Miss Sykes by means of special contributions from tourist units and tourist services. The association has still to obtain the additional £IOO. Mj'S Sykes will take with her special South Island literature lantern slides, etc. and will lecture in Honolulu on her way back to Vancouver, and also in the United States and Can.id i. stressing the attractions of the South Island and the advantages cl

“seeing the South Island first” when coming to New Zealand. She will report monthly to the director on her activities. and will act under his direction. She will not. commit the association to any expenditure without its specific auth >rity.

Having been associated with ‘he tourist business in Canada for some years, Miss Sykes is thoroughly experienced and she has gained first-hand knowledge of the Dominion’s attractions during her extensive tour, a tour which has been marked by her capacity to ‘‘sell’’ travel tc South Islanders. Miss Sykes hav high hopes of bringing conducted parties to the South Island, cne in the winter months, on an itinerary whit u will give more than two-thirds tf the time in the Dominion to the South Island, reversing what has been the normal process up to the present. The- adoption of the report was moved by Mr C. H. Clibborn. who sa'd that Miss Sykes was a great organiser. If this thing was as successful as they hoped, it would be the forerunner of other trips. The ability of the lady was shown by her raising £2OO in short time. Thi, was a line that had not been tackled by anyone else The motion was seconded by Mr J. Miller, who said that it was quite a good business. His only concern was that while Miss Sykes was raising money for herself, it might have deprived the association of finance. HowI ever, they must have overseas representation and should also look over at Australia, and consider the question of representation there. Mr J. Btanland said the Emergency Committee had tried to do the best it could fo- the association. They had to take risks to get people here, and what they did round the table would achieve little unless they took action sum as thej' had. They should cater for the people in Australia who would once have gone to Japan and could not now do so. Thee bairman of the committee, the Rec. E. T. Cox, said he heartily approved of what had been dune. There were 15.000 people on the western slopes of the U.S.A., who went annually to Japan and could not go there now. In Australia there were travel agencies already, but they should cooperate with them. Support for what had been done was given by Mr G. H. Andrews, who urged a South Island Tourist Bureau in Sydney. Now that the East was cut off from the Australians it was their opportunity to get them to New Zealand. Mr Beanland said that he knew that in Melbourne they were encouraging people to come to the Dominion via the Bluff. Mr J. S. Hawkes said it would be necessary to have representation in every State in Australia.

Mr J. V/. W.. Pollard gave an instance showing the amount spent by tourists in shops. Some businessmen had the idea that tourists helped only the hotels, but it had been found in America that tourists spent 26 per cent, in shops and 25 per cent, on accommodation. If Miss Sykes was successful they could approach business houses with greater confidence Mr Pollard said the value of a tourist business was esttimated at from 2 to 5 guineas a day. The report was adopted.