Australian tourism marketing campaign launch

Damien O'Connor launches the biggest development in tourism marketing overseas since the launch of the 100% Pure New Zealand campaign

Speech notes for Australian tourism marketing campaign launch. Sydney, Australia

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Kia Ora,

It is great to be here today to launch an exciting new marketing campaign.

We're here to encourage more Australians to cross the Tasman and sample the great things New Zealand has to offer. I'm from the government, and as is our way in New Zealand, I'm here to help.

Australia is very important to New Zealand. And not just because you've allowed us to keep the Bledisloe Cup safely tucked away for another year.

By the way, while I'm on the subject - memo to Wallabies assistant coach, Mr Scott Johnson: to get the good oil on our fine rugby players, why don't you spend a bit of time in New Zealand, watch a few NPC games . stay awhile! You don't have to sneak around in a coat and dark glasses!

Joking apart though, you - Australians - have played a vital role in our tourism industry for 100 years.

Most recent figures, for May, show 880,000 Australians visited New Zealand's shores in the last year, making you the largest group of visitors from any one country.

This is not, of course, a new phenomenon. Australia and New Zealand have always been one another's largest markets for tourism.

There are some obvious reasons for this.

- We are geographically close, just over the ditch, so it doesn't take long to travel between our countries - one good feed and the time it takes to watch a movie.
- Of course, the price of airfares has also dropped quite significantly over the last few years - making our two countries closer and cheaper to get to than many of our own domestic destinations.
- We also drive on the same side of the road - most of the time.
- We speak the same language, for the most part, so finding out information on what to do once you arrive isn't a problem.
- We have a virtually identical Western cultural heritage and shared history - which inextricably ties us together and always will do.

As a consequence we really feel like we know one another quite well.

All this has combined to make the whole concept of taking a holiday in one another's countries feel - above all - easy.

That's because it IS easy.

But this can be a disadvantage. As Australians you may think you already know us too well.

You are aware that New Zealand is there, but perhaps you don't see or realise the many compelling reasons to go.

The fact is, New Zealand has changed dramatically in the last twenty years. And many of you are just not aware of what contemporary New Zealand looks like.

You engage with us in sport, you do business with us - but you don't know much about our lifestyle, our out-of-the-way places, and the wide range of activities we have on offer.

Many Australians are relying on old preconceptions, on prior experiences or hearsay for a picture of what New Zealand is about.

We'd like you to get updated! We'd like you to experience the real New Zealand.

New Zealand, in the eyes of many Australians, competes with the other states of Australia as a potential place to visit. And that's good.

For those looking for a short break, New Zealand competes with New South Wales, with Tasmania, with Queensland - with all the states of Australia.

So New Zealand needs to be able to clearly define what it has to offer, compared to those states.

There are 20 million Australians, 4.7 million who travel regularly and of whom an estimated two million who fit into New Zealand's target market of a traveller who wants to get out and explore. We've called them 'Interactive Travellers'.

We should demonstrate to this target audience the huge range of options available in a New Zealand holiday.

We should show how New Zealand regions are unique, each one with its own beautiful landscape, and distinct set of activities and events, cuisine, and fine wines. From whitebait on the West Coast of the South Island to Martinborough Chardonnay, from Bluff oysters to Marlborough Sauvignon Blanc.

This extensive range of things to see, do and enjoy should give you lots of reasons to come, and come back again.

There is enormous potential for us to develop this theme of New Zealand being a series of destinations. Already, many Australian skiers see the Southern Alps and Mt. Ruapehu as great places to come for a short break.

Our aim is to get a million Australians coming to New Zealand in the next year.

New Zealand's 100% Pure New Zealand campaign has served us well winning many awards and - most importantly helping attract millions of visitors to our shores each year.

But we must ensure we keep refreshing and re-energising the campaign to make sure New Zealand remains foremost of the minds of potential travellers.

In the case of Australia - we know it represents a unique market for us because we are close physically and culturally.

100% Pure says who we are. We want you to know who we are.

So we must make sure that we have a marketing campaign that appeals to Australians.

I am very pleased to be able to launch tonight a new 100% Pure New Zealand approach shaped specifically for the Australian market.

Through this campaign, we will give the Australian public new reasons to visit us, and show you new places to see.

So when you're trying to answer the question "Where the bloody hell are you?" you'll know there's quite a few in New Zealand having a bloody great time.

Thank you.

ENDS

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