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

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

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

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

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

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

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

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

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

September – October 2011Follow the Rugby the long way round

realnzfestival.com