New Zealand targets Australian tourists
AUCKLAND – Air New Zealand will spend NZ$2.5 million on a major promotional campaign, matching the NZ government’s additional tourism funding for Australia.
“We’re committed to getting international tourists to all of New Zealand, not just the main ports, and will deliver a campaign that offers something no other airline flying the Tasman can,†says Air New Zealand group general manager, Bruce Parton.
“We will work with Tourism New Zealand to maximise the opportunity for growing Australian visitor numbers during the traditionally quieter autumn period for inbound arrivals.
“We are working through the details of a significant marketing campaign to give away more than $2 million in free domestic travel to any of our 27 New Zealand ports when sold in conjunction with a trans-Tasman fare sold in Australia.â€
The New Zealand government will increase the current NZ$9 million investment in the Australian market by another $2.5 million.
Air New Zealand is also offering up to 100 free return airfares to the regional tourism organisations (RTOs) to attract Australian media to visit their regions.
“As well as the marketing, we want to see a huge number of travel stories in Australian media over this time telling Australians about all the fantastic places there are to visit in New Zealand,†says Parton.
“This is a unique opportunity for the RTOs to see more international visitors in their regions.
“With more than $5m being committed by the government and Air New Zealand we encourage them to reach deep into their own budgets and add to the marketing noise in Australia over this autumn period.â€
Parton says the government’s bold approach to boosting tourism and protecting jobs is a step in the right direction.
“Air New Zealand strongly supports the idea of contestable funds from the government providing the opportunity for Tourism New Zealand and the industry to combine efforts to the best advantage of the New Zealand economy.
“We hope there are many more opportunities that lie ahead for tourism operators to take advantage of further funds to address declining visitor numbers from important international markets such as the USA and UK,†Parton added.
Ian Jarrett
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