Tourism Australia strengths bond with NZ

Tourism Australia looks to work with Air New Zealand to promote Australian tourism within key markets served by New Zealand’s long haul carrier.

Extending on the deal signed in 2013 and further deepening their commercial relationship, the new Memorandum of Understanding (MoU) will see the two parties continue to work together on a range of successful campaigns, credited with helping significantly increase Air New Zealand bookings to Australia.

Back from a recent trip to Auckland where he met with Air New Zealand Chief Executive Officer, Christopher Luxon, Tourism Australia Managing Director John O’Sullivan, said the new agreement would principally target the United States – Australia’s fourth largest inbound tourism market.

“International traffic from North America is growing at levels we haven’t enjoyed since the Sydney Olympics and this is due, in no small part, to the success of a range of targeted marketing activities we’ve carried out in thismarket with Air New Zealand.”

“Alongside Air New Zealand’s strong brand, award-winning product and competitive airfares, this new agreement gives us a strong platform to further grow inbound tourism from what remains one of Australia’s most important inbound markets,” O’Sullivan said.

Luxon said Air New Zealand is delighted to be continuing the partnership with Tourism Australia to promote travel from North America to Australia, something that has contributed to a 13.9 percent year on year increase in passengers travelling from North America to Australia.

“The United States and Canada are important growth markets for us as we continue to expand our Pacific Rim network. The addition of our Houston service late last year is attracting connecting passengers from the big East Coast markets, many of whom are experiencing Air New Zealand’s product and service for the first time,” Luxon added.

Focus will remain on digital marketing, helping to showcase both Australia’s capital cities and also key regional destinations such as the Sunshine Coast. A key feature of these campaigns has been offering one common air fare to all Australian destinations.

O’Sullivan said that marketing activities planned for 2016/17 would continue to make use of Tourism Australia’s well-established There’s Nothing like Australia campaign messaging, recently updated with new creative assets highlighting Australia’s best aquatic and coastal experiences.

Air New Zealand seamlessly connects North American travellers to Australia via Auckland with services from Los Angeles, San Francisco, Houston and Vancouver. The introduction of a new Buenos Aires-Auckland service in December last year has also improved access to Australia from Argentina, Brazil and other Latin American markets.

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