Annual Report : Annual Report 2012-2013
STATEMENT OF SERVICE PERFORMANCE 2.2. Ensure the museum contributes to Auckland’s tourism positioning as a vibrant and engaging international city. 2.2.1. Develop an international tourism business plan by July 30, 2012 to support the 2012/13 year. 2.2.2. Continue to collaborate with the RFA Museums of Auckland (MOA) group to deliver joint marketing initiatives. 2.2.3. Be an active member of the International Media Programme (IMP) in 2012/13 as evidenced by collaboration with ATEED and Tourism NZ. 2.2.4. Develop and implement an additionally charged Pacific attraction to sit alongside the Māori cultural performance by June 30, 2013. 2.3. Deliver integrated programmes and projects which appeal to museum audiences and fulfil the objectives of the Audience Development Plan. 2.3.1. Meet all audience objectives set as targets in business cases. 2.3.2. Audience research team will develop measurable outcomes for all project business cases. 2.3.3. Develop a business case to support each integrated seasonal programme five months before the season starts. 2.3.4. Develop an integrated marketing and communications plan to support each seasonal programme two months before the season starts. 2.3.5. Achieve business case outcomes for programmes as measured by summative evaluations. An international tourism business plan was developed on time, aligned with ATEED’s Visitor Strategy. The museum was active within the MOA group. One MOA initiative has been exploring joint marketing opportunities with other Council-controlled organisations and Auckland Council. One outcome was working with Auckland Transport to achieve MOA group details on maps and signs. The museum hosted a number of journalists during 2012/13 via the IMP. Tourism Strategy report to Trust Board. MOA and RFA correspondence. Media coverage based on IMP visits on file. After a scoping exercise to determine profitability, a decision was taken not to introduce a new Pacific attraction at this time. Audience objectives were achieved, with both the WOWand Wildlife CAMERA exhibitions exceeding their visitation targets. This was achieved, and included the development of measurable outcomes for audience type, visitation targets and learning objectives. This was achieved. Business case developed and reported to the Executive Team. This was achieved. Marketing and communications plans on file. Scoping report. Public Programmes update to Trust Board. The Wildlife CAMERA exhibition ran for nine months and was the focus of our summative evaluation research for 2012/13. The Wildlife CAMERAvisitation target was 79,000 visits and this was well exceeded with the visitation total for the business case period at 148,449 visits. With the exhibition extension, total visitation was 209,320. The Wildlife CAMERAexhibition achieved 7 out of a total 13 visitor learning objectives and was a particularly good fit for Auckland’s independent adults. 38 Exhibition summative evaluation.
Annual Report 2013-2014
Annual Report 2011-2012