Auckland in new push for Australian visitors
AUCKLAND – Tourism Auckland aims to boost Australian visitor numbers with a $2.7 million marketing campaign.
The regional tourism organisation’s first major offshore media campaign aims to attract Australians to Auckland during the shoulder season, and have an incremental increase in their length of stay and spend.
The key campaign element is a website where potential visitors can experience the diversity of Auckland’s products through an interactive video tool.
The website – on www.aucklandnz.com – allows consumers to search and book flights, accommodation and a full adventure package.
Tourism Auckland chief executive, Graeme Osborne, says the user-friendly website breaks new ground.
“I’m confident consumers will be intrigued by what they see online and motivated to make Auckland their next holiday destination,†says Osborne.
The website showcases adventures from indulgence, wine, golfing and sailing to nature, horse riding and family activities.
To support the site, an edgy TV ad will air in Sydney.
“It’s about changing the perception that Auckland’s a little Sydney. In fact it’s quite different – the region is so incredibly diverse. We want visitors to understand they can enjoy the best of New Zealand right here in Auckland,†says Osborne.
Key funding partners backing Tourism Auckland’s campaign include Auckland International Airport and Air New Zealand, with Tourism New Zealand a supporting partner.
More than 45 Auckland tourism operators are also involved in the promotion and feature deals on the website and in a direct mail piece.
Ian Jarrett
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