“Creative Tourism New Zealand’s (CTNZ) role was redefined to focus on helping tutors develop and promote their workshops effectively to visitors. In other words, tutors become CTNZ’s primary customers rather than workshop participants. A handbook was written for tutors outlining what had been learned about best practice in workshop provision and CTNZ began to promote itself to potential tutors throughout New Zealand as a cost-effective way to promote their workshops in a cluster.” – Crispin Raymond.