Continuing our Central Summer series, Mary looks at a business which is actively pulling together other local businesses in a bid to bring more people to experience Central Otago.

Competition: Soar above our piece of paradise and see views like never before. Richard and Jolanda are offering an amazing prize of a Heliview flight to one lucky person. Read on to find out more. 

Heliview owners Richard and Jolanda Foale say this year has been a time of re-evaluation – not of pivoting, but of improving their communication, and strengthening their position through collaborating as a region.

“The benefits of a helicopter is you can get immersed so much further and you get a completely different dimension from the air – it’s really special.

“Alpine flowers, the blossoms in spring, summer fruit, colours of autumn, the first snow.

“Time out, the peace of the mountains, time for just being you.

“The views, the company, the memories.

“People who fly with us, even when they’ve lived here for years, they go ‘Wow!’ – there’s just so much more to see from the air.

“We had to learn to tell that story to Kiwis.”

This year, they have taken the opportunity to look at their business, look at how they integrate with all the other businesses in town and work even more closely with them to attract visitors.

Jolanda said they had looked at it like a fabric, every business woven in together so everyone automatically supports each other.

Jolanda said their pivot this year has been to learn how to talk better to Kiwis about what they do.

“Our strategy has been around how can we amplify our voice; telling that story of personalised service, family owned, local businesses who support other local businesses.

“We’ve always had it there, and we’ve always used local product, but now we’ve worked to turn the message up louder and really bring that across with a combined voice that has further reach.”

“Yes,” Richard agreed.

“That has enabled us to compete in the marketing space with bigger competitors who have a much bigger marketing spend."

Richard and Jolanda are working with local businesses to offer the tastes, flavours and sights of Central Otago on their Heli-picnics.

Richard said he felt it was vital to get the message across to Kiwis about exploring the treasures that are here in our own back yard.

“Kiwis are already planning their holidays, and many intend to jump in a campervan; they’re going to rock up down here – we need to get it so people stay and spend more time here in Central.”

“I feel that we in this region should have done a whole lot more to be ready – we need to work better and smarter to attract people to our town.”

Marketing to Kiwis is about finding better ways of telling the story.

“It will work if we all do it.”

“Once someone has bought your product or experienced your activity, ask them what else they would like to do in the area; ask, Can I suggest …?”

Jolanda agreed.

“That’s where we’ve changed the most, when we talk about our product, all these other things come through the conversation.”

Richard said when he flies, he tells the stories of the area and all the awesome things here.

“They can see where the wine they’re drinking is produced, where their delicious cherries come from.

“The thyme’s in flower at the moment and you can really see it as you fly over everything or bike right through it when you’re heli-biking.

“So I talk about our local honeys, cycling, talk about the people, the wonderful experiences you can have and do here.”

Richard said the new trail from Cromwell to Clyde will bring many, many people to our region.

“We need to make sure that all those people are staying in the accommodation here, eating in our restaurants and cafes, and everybody here will benefit from that.”

“This year has taught us we need to work together to bring people here, keep them here, give them great experiences that they’ll talk about, and we’ll all be successful.”

Head to the Heliview website for more information or to book a flight experience.

COMPETITION: Richard and Jolanda have offered a special prize that will take your breath away. 

One lucky reader will win a seat on a 45-minute helicopter flight, soaring over our special piece of paradise.

Send your answer via a private message to us on The Central App Facebook page to be in with a chance to win:

Simply nominate yourself or someone else who you think deserves to win,

The only question you need to answer to be in to win, is tell us in what year Heliview came to Cromwell? We will let you in on a little secret, go to the Heliview website it might just tell you :)

Be in to win your prize of a 45-minute Heliview experience that will take your breath away. 

Entries close midnight Sunday 29^th November. 

Do you know a Central Otago business or activity which relies on Christmas trade or on our summer visitors?

We’ll select a business, product, activity or experience each Sunday based on your recommendations.

This column is all about encouraging us all to support each other in Central and educate locals of the amazing activities and places to visit and take your guests to during our 90 days of summer series.

If you have a comment or suggestion for future Central Summer stories, email Mary or Rowan at [email protected]

Let’s make it a good Christmas and a great summer here in Central for everyone!