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Tourism New Zealand is taking on Twickenham in a major advertising push coinciding with the All Blacks European tour.
Tourism New Zealand Chief Executive George Hickton
said it's not only the All Blacks players who are starting to prepare for the
Lions Tour of 2005, "We are also well underway in our work to ensure that we make the absolute most of the opportunity the Lions Tour presents
the New Zealand tourism industry."
"The All Blacks tour is a perfect chance to start getting our destinational messages out to the British rugby-going public and to
create attention for New Zealand as a holiday destination" he said.
A 300ft 100% Pure New Zealand campaign banner is to be installed at Twickenham, while a double-page
advertisement will appear in the match programme, and Tourism New Zealand's television commercial will show at half time on
the big-screen at the ground.
Alongside this match-day advertising, Tourism New Zealand's marketing will feature in the major newspapers The Times and The
Telegraph during the All Blacks Tour.
In another coup, former Lions captain Martin Johnson will write about his favourite places in New Zealand. His story will feature
on Tourism New Zealand's consumer website.
Another initiative to help promote New Zealand's messages took place in early November at the World Travel
Market in London. New Zealand's stand featured Lions legend Gareth "Cooch" Chilcott
who talked about the Lion's tourism packages, and New Zealand's tourism offerings.
Mr Hickton says the Lions Tour could have significant tourism benefits for New Zealand. "Economically our industry will benefit
from this tour, as it will bring a significant contingent of international visitors to New Zealand during the tourism low-season."
"However, possibly more important is the word of mouth this tour will generate. We are expecting over 15,000 visitors to New
Zealand during the tour, and we need to ensure that the fans have the best possible experience while they are here, so that they
return home walking brochures for New Zealand."
"With a large media contingent travelling to New Zealand for the tour, and great coverage in the UK, we also have the
opportunity to get New Zealand's messages out to consumers back in the UK," he
added.
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