Tourism New Zealand is to receive an additional $2.5
million from the government to help boost its ‘What’s On’ marketing
campaign in Australia.
Tourism New Zealand Chief Executive George
Hickton said that despite a drop off of numbers in some long-haul
markets, the Australian market still holds potential.
"This additional funding will help profile New Zealand as a
holiday destination through the quieter winter months and then in
"We now have an opportunity to attract
Australian visitors to more of our regions as well as appealing to
the ‘visiting friends and relatives’ market that we have not
specifically focused on before."
The ‘What’s On’ campaign
was originally devised to attract more Australian visitors to New
Zealand in the ‘shoulder seasons’ - that is autumn and spring.
Last year for the first time the campaign was used to promote
travel to New Zealand in summer, and earlier this year was used to
attract early-bird ski bookings to New Zealand.
"The $2.5 million will allow us to run
the campaign regularly throughout the year," Mr Hickton
added. "But it will not just be used for
advertising - we will be working on more opportunities to get
Australian media telling stories about New Zealand. We will also
be doing further work with the travel trade in Australia to
collectively promote New Zealand as the place for Australians to
take a holiday."
The $2.5 million investment will be allocated
across three areas:
- Extending the current 100% Pure New Zealand
and ‘What’s On’ activity in Australia to increase autumn and
- Increased public relations activity
- Working with industry partners to convert
awareness of New Zealand into actual travel.
Australia is New Zealand’s largest visitor
market supplying almost 978,000 arrivals in the year to January
2009. Over summer, visitor arrivals from Australia rose while
those from many other markets declined.
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