New Zealand was the Guest of Honour at the prestigious 2012 Frankfurt Book Fair which ran from 10-14 October.
The New Zealand pavilion has broken all previous Guest of Honour attendance records at the Frankfurt Book Fair with more than 90,000 people visiting the pavilion over the weekend when the fair was opened to the public.
All of the Frankfurt Book Fair writer sessions held in the New Zealand Pavilion are now available on our Youtube channel at http://www.youtube.com/user/NZatFrankfurt. Features speakers from Weta Workshop, Māori storytelling, cooks, comics to writers discussing working life in the aftermath of the devastating Christchurch earthquakes.
YouTube clip featuring highlights from the Frankfurt Book Fair.
YouTube clip of the New Zealand Pavilion at Frankfurt.
YouTube clip providing an overview of the Frankfurt Book Fair.
YouTube clip introducing New Zealand's Guest of Honour role in 2012.
A summary of New Zealand's Guest of Honour role
New Zealand was the Guest Country of Honour at the 2012 Frankfurt Book Fair (FBF). Attended by around 300,000 people from 110 countries, the Frankfurt Book Fair is the world’s largest book fair and most prestigious annual publishing event.
New Zealand’s Guest of Honour project ran for the whole year leading up to the fair, presenting 80 New Zealand writers and many cultural performers in numerous events in Frankfurt and other centres throughout Germany and Europe. It provided an unprecedented opportunity not only to sell our books into international markets, but also to showcase New Zealand’s literature and culture, to promote trade and tourism and to strengthen our political ties with Germany.
The Frankfurt Book Fair project was a major focus for the Ministry during 2011/12 and the first half of 2012/13. As the lead agency, the Ministry formed a small team to run the project, in collaboration with a number of other government agencies in New Zealand and Germany.
New Zealand’s highly successful programme built awareness and interest throughout the year, peaking at the Book Fair with almost 68,000 people visiting the New Zealand pavilion over five days. The FBF organisers attributed the 6% overall increase in the FBF’s public attendance figures to New Zealand’s Guest of Honour presence and profile.
Number of book rights sales to foreign buyers
The German translation rights for 83 New Zealand books were sold in the lead up to the Frankfurt Book Fair – an 800% increase on annual sales into Germany for the past 10 years. Since the Fair, there have been a further 22 German rights sales to 30 June 2013 – a total of 105 in all.
New Zealand rights sales into other territories were not measured before the October 2012 FBF. However, the 2012 FBF has resulted in 71 sales into other territories to 30 June 2013. That makes a total of 176 rights sales internationally that can be linked to New Zealand’s Guest of Honour presence at the FBF. This is almost double the Publishers Association of New Zealand (PANZ) target of 100 rights sales by the end of 2013.
It is expected that this number will continue to rise. New Zealand publishers report further rights deals are in negotiation or under discussion as a result of the FBF.
The geographic reach of deals done and in negotiation include: Germany, France, UK, USA, Canada, South Africa, Portugal, Spain, Croatia, Brazil, Poland, Sweden, The Netherlands, China, Italy, Japan, the Middle East, Slovenia, Malaysia, Indonesia, Korea, Taiwan, Switzerland, Luxembourg, Austria, and Norway.
Preference of Germans for New Zealand as a travel destination
Tourism New Zealand (TNZ) runs an “Active Considerer Monitor’ in six of TNZ’s key international markets, including Germany. The target audience is consumers who are actively considering New Zealand for a holiday in the near future. The monthly survey reports on New Zealand’s brand image and advertising effectiveness in each market. The July – November 2012 surveys in Germany also included specific questions on the Frankfurt Book Fair.
The results of the July-November 2012 surveys in Germany show the majority of active considerers (85% on average) were aware of the Frankfurt Book Fair. Awareness of New Zealand as the Guest of Honour for 2012 averaged 25%, peaking at 40% in October 2012. Interest among the active considerer market as a whole in visiting New Zealand remained at 12%. Among the German active considerer target group who were aware of New Zealand’s Guest of Honour status, there was an average 42% increase in interest in visiting New Zealand over the July – November 2012 period.
June 2013 figures from the same survey show a 64% preference for New Zealand. This preference is well above benchmarks for Germany and has shown steady improvement since 2012. Results for the quarter to June 2013 also show that 50% of active considerers associate New Zealand with the brand attribute “offers rich local arts and culture experiences” compared with 39% in the previous quarter.
The Guest of Honour country showcases its culture in a year-long programme throughout Germany, culminating in the Frankfurt Book Fair. New Zealand exhibited its premier arts, creative industries and stories to new audiences and businesses. A hand-over ceremony from the current Guest of Honour, Iceland was held on Sunday 16 October 2011 in Frankfurt.
Minister for Arts, Culture and Heritage Christopher Finlayson announced New Zealand’s selection as Guest of Honour country with German Foreign Minister, Dr Guido Westerwelle at a media conference held at the Auckland Museum on 2 June 2011. The contract was signed between Lewis Holden, the Ministry for Culture and Heritage Chief Executive and Juergen Boos, the Director of the Frankfurt Book Fair.
New Zealand publishers have attended the Frankfurt Book Fair for more than 10 years. The Publishers Association of New Zealand (PANZ) coordinates a combined New Zealand stand for up to twenty publishers. In addition, a number of other New Zealand publishers participate independently.
The fair is held annually in the second week of October and runs over five days – three days for trade and two for the public. The fair features:
- over 110 attending countries
- almost 300,000 visitors
- 180,000 international trade visitors
- 100,000 buyers
- 10,000 international journalists from 63 countries
- over 5000 media reports in Germany and internationally: all German TV, radio stations, newspapers, related magazines, and online portals cover the event.
The Frankfurt Book Fair is increasingly extending its focus beyond books to digital media and the range of businesses contributing to that industry, the film industry, the gourmet industry, science, technology and medicine. It also features education, the promotion of literacy, books in translation, international culture and politics, audio books, children's books, comics, maps, and other aspects of the book trade.
Creative New Zealand made a significant contribution to support New Zealand's Frankfurt Book Fair Guest of Honour literary, arts and cultural programme in 2012. Information about Creative New Zealand is available on their website.
Visit the NZ at Frankfurt website for more details about New Zealand's role as the Guest of Honour for 2012.
View audio clips from the NZ at Frankfurt YouTube page.
Follow us on the NZ at Frankfurt facebook page.