WA targeted in Christchurch campaign
High spending West Australians are the target of a new advertising campaign aimed at attracting more tourists to the Christchurch and Canterbury region of New Zealand.
The print, outdoor and online crusade, which starts today, ties in with the launch next month of seasonal twice weekly Air New Zealand flights between Perth and Christchurch.
It is the first time in more than 20 years the cities have been linked by a direct service, which begins on December 3 and operates until April 26.
Virgin Australia will codeshare on the flights which, if there is sufficient demand, could go year-round.
Tourism New Zealand said the marketing campaign will build on already-strong growth from WA with the 22% increase in arrivals since 2010 outpacing other states.
But it’s the propensity of WA residents to stay longer and spend more money than their east coast counterparts that is particularly attractive to tourism officials as they seek to grow the overall value of visits to NZ.
Holidaymakers from WA stay an average of 14 days in NZ against the Australian average of 11.1 days, Tourism NZ Australia general manager Tim Burgess said.
Christchurch and Canterbury Tourism chief executive, Tim Hunter, said the campaign will showcase the “diversity and experiences” of the region.
“We are hoping to see significant opportunities for growth from the introduction of direct flights from the booming West Australian market in both business and leisure visitor numbers,” he said.
The campaign is a collaboration between tourism officials, Air NZ, Christchurch airport, Tourism Holdings and a number of Wellington operators.
Christchurch Airport general manager of Aeronautical Business Development, Matthew Findlay, said the aim is to ensure the flights operate at capacity.
“We know from the work we’ve done with Western Australian travel agents, Perth Airport and other industry stakeholders, that there is a lot of interest in Christchurch and the South Island,” he said. “The goal is to translate that interest into flight sales.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
air nz christchurch tourism tourism new zealandLatest News
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