Tourism NZ campaign heads north
Tourism New Zealand’s has launched its new ‘Every day a different journey’ campaign aimed to entice Australian travelers to visit the wonders of the North Island.
Highlighting the diverse range of experiences the North Island has to offer within a close proximity, the campaign also promotes North Island Regional Tourism Organisations including; Northland Inc, Auckland Tourism, Events and Economic Development, Hamilton & Waikato Regional Tourism, Destination Coromandel, Tourism Bay of Plenty, Destination Rotorua, Destination Lake Taupo, and key tourism operators Te Puia, Tourism Holding Limited (THL) and the Avis Budget Group.
Tourism New Zealand’s general manager for Australia, Tony Saunders says this is one of the organisation’s largest and most successful marketing campaigns in the Australian market and is now into its fourth year.
“This year’s campaign focuses on taking a journey through experiences – where one day you can be scaling Auckland’s Sky Tower and the next be standing next to an erupting geyser in Rotorua.” Saunders said.
Research has shown that last year’s campaign proved to be highly effective, with New Zealand as a holiay destination reaching the highest levels on record. This year Saunders says their new targeted focus will receive even better results.
The public relations component of the campaign has been significantly expanded this year with extensive media coverage secured to deliver NZD$1.3 million of exposure.
“Through our international media programme, four key Australian social media influencers will take a journey through the North Island– sharing their experiences through social channels reaching an audience of 830,000,” Saunders says.
Tony commented on the reach provided by media, as an extremely useful entity that is much more influential than paid advertising alone.
Marketing activity includes TV advertising promoting key campaign regions, supported by digital, online and social media activity on Trip Advisor and Facebook, driving traffic to campaign pages on newzealand.com.
Activity with Flight Centre and Air New Zealand will directly target their consumer databases, digital and social channels.
Auckland Tourism, events and economic development manager of tourism Jason Hill said partnerships remain vital to the success of this campaign.
“We’re very excited to be a major partner in the campaign and look forward to delivering activity that tells a fresh and compelling story – ultimately luring Australians across to the North Island.”Hill said.
The campaign will once again target potential travellers in New South Wales, Victoria and Queensland with a focus on the main metropolitan areas of Sydney, Melbourne and Brisbane as the largest source markets of Australian visitors to New Zealand.
Australia is New Zealand's largest international visitor market with 1,239,808 visitors in the year ending July 2014.
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