PUBLICITY ABROAD

Taranaki Daily News, 21 September 1931, Page 15

PUBLICITY ABROAD

SPENDINC CURTAILED. . DOMINION’S ATTRACTIONS. The value of publicity of the Dominion abroad is emphasised in the annual report «.i th" Department of Tourist and Health Resorts and Publicity, presented in the House of Representatives last week. “It is unfortunate,” states the general manager (Mr. G. W. Clinkard), “that financial conditions have necessarily limited th. funds at present available for this work, and, . while there has been substantial curtailment and some reorganisation of the activities during the past year, every. endeavour has been made to maintain a reasonable continuity of action to secure results. The view is taken by the department that publicity to be effective must be reasonably continuous, particularly in me highly competitive trade and tourist ‘markets’ abroad. We are forced to meet in America, Europe, Australia and the East the very strong competition of the. tourist publicity put out by other Governments and large transportation companies. In fact, outside Australia, at present our main tourist market, our efforts are relatively insignificant in face of the enormous expenditure of other countries. For example, it is-reliably estimated that the Canadian Government, through various channels, spends annually, largely in North America, a sum approximating £500,000 on tourist publicity. In addition, the sura of £lOO,OOO is set down as the estimated annual expenditure of the Canadian ■provincial and municipal governments on similar publicity.” “This great publicity effort, backed by a favourable geographical location, results in an enormous tourist revenue to Canada, which for 1929 was officially estimated at approximately £00,009,000 and for 1930 at £56,000,000. Italy, Germany,* France and many other countries are also spending large sums in the endeavor to increase tourist traffic. A large proportion of this heavy expenditure is released in America where, of course, enormous sums are also spent by national and private interests seeking to draw traffic to the tourist resorts and scenic areas in the United States and Canada. “The area over which our publicity effort might be expended is so extensive that a sum greatly in excess of that now available would be necessary to provide effective and continuous results, and the department is fully appreciative of the fact that the attractions and resources of the Dominion are relatively unknown over wide areas. It, has* therefore been essential to limit to some extent the areas over which efforts may be expended, and to carry out a reasonably complete programme in Australia with relatively more restricted activities in America and the United Kingdom.” “Evidence is not lacking to prove that the publicity work carried out in previous years is having an influence in increasing the popularity of New Zealand’s tourist resorts, and would certainly have been reflected in increased business had normal financial conditions overseas, prevailed. Notwithstanding the present world decline in tourist travel, the department already has in hand the detailed arrangements for several large parties't- arrive during the coming summer, and the general prospects °for the season are by no means unsatisfactory. Given adequate funds for publicity, there is no doubt that the department, with its selling organisation overseas and within New Zealandd, can do much to exploit to the full the wonderful scenic and sporting attractions of this Dominion. The increase may be gradual at first, but if continuous efforts are made to advertise and sell ovenseas travel within New Zealand, and to cater for our visitors in an efficient manner’ during their stay here, there is no doubt that the industry- will, in a comparatively short space of time, be regarded as of prime importance to ■ .this Dominion.”