The document discusses a plan to map New Zealand's Great Walks trails. The plan is to identify the target market of fit outdoor enthusiasts, design maps that meet hikers' needs before, during, and after walks, and differentiate the maps from competitors. The maps will be printed on durable, environmental-friendly paper and distributed through a partner. Data from various New Zealand agencies will be used to create detailed, 3D maps of the 9 Great Walks trails.

1. MAPPING NEW ZEALAND'S GREAT WALKS
Roger Smith
Geographx
IMIA – Asia Pacific
Melbourne, 19 August 2014

2. IMIA – Asia Pacific
Melbourne, 19 August 2014
Routeburn Track – one of the 9 New Zealand Great Walks

3. The Plan
1. Identify the target market
2. Design product to meet the needs of the target market
3. Differentiate product from competition
4. Ensure product is fit for purpose
5. Find a partner to look after marketing, distribution & sales
IMIA – Asia Pacific
Melbourne, 19 August 2014

4. The Plan
1. Identify the target market – Who does the Great Walks?
Δ Soft outdoor adventure
Δ Both domestic and international FIT visitors
Δ Likely to be reasonably fit, health and environment conscious
Δ All ages
IMIA – Asia Pacific
Melbourne, 19 August 2014

5. The Plan
2. Design product to meet the needs of the target market
Δ Pre-walk - planning & motivational
Δ On the journey -
Δ Post-walk – memories, a tangible souvenir
Δ The “Yellow Brick Road” approach
IMIA – Asia Pacific
Melbourne, 19 August 2014

9. The Plan
3. Differentiate product from competition
Δ bold, natural colours
Δ emphasised relief
Δ 40k scale
Δ 3D orthographic oblique map on reverse side
IMIA – Asia Pacific
Melbourne, 19 August 2014

15. The Plan
4. Ensure product is “fit for purpose”
Δ “Rockstock” waterproof, tear-resistant, photo-degradable,
moth/insect proof, freeze grade, grease proof, recyclable,
environmentally safe and friendly, tree-free, food-grade paper
IMIA – Asia Pacific
Melbourne, 19 August 2014

16. Welcome to the Stone Age
IMIA – Asia Pacific
Melbourne, 19 August 2014

17. The Plan
5. Find a partner to look after marketing, distribution & sales
Δ Craig Potton Publishing
IMIA – Asia Pacific
Melbourne, 19 August 2014

18. IMIA – Asia Pacific
Melbourne, 19 August 2014

19. Cover Design
Δ Milford Track Δ Heaphy Track
Δ Routeburn Track Δ Lake Waikaremoana Track
Δ Rakiura Track Δ Tongariro Circuit
Δ Kepler Track Δ Abel Tasman Track
Δ Whanganui Journey
IMIA – Asia Pacific
Melbourne, 19 August 2014

31. Software
Δ Blue Marble Global Mapper
Δ ESRI ArcView GIS 3.2
Δ Manifold Systems
Δ Natural Scene Designer
Δ Adobe Photoshop
Δ Adobe Illustrator
Δ Map Publisher
IMIA – Asia Pacific
Melbourne, 19 August 2014

32. Data
Δ LINZ (Land Information NZ)
Δ Landcare Research
Δ GNS (Geological & Nuclear Sciences)
Δ NIWA (National Institute of Water & Atmosphere)
Δ DOC (Department of Conservation)
Δ Geographx
Δ crowd sourced
IMIA – Asia Pacific
Melbourne, 19 August 2014

33. Conclusions
Δ Data issues
Δ “Rockstock” issues
Δ Financial viability? - too early to judge
IMIA – Asia Pacific
Melbourne, 19 August 2014