101 Must-Do Weekends - Get Off Your Bum NZ!

Media Release: 30 March 2008

101 Must-Do Weekends - Get Off Your Bum New Zealand!

The AA launched today its latest New Zealand domestic tourism campaign 101 Must-Do Weekends.

101 Must-Do Weekends is a $4 million interactive television, radio, print and online publicity campaign to remind New Zealanders to make the most of their weekends. It is the second AA domestic tourism campaign and builds on the outstanding success of last year’s popular 101 Must-Do’s For Kiwis campaign.

Kiwis can visit the 101 Must-Do Weekends website www.aatravel.co.nz for ideas on how to spend their next weekend, to share their best weekend experiences and memories, and to register for great weekend travel prizes. 28 regional tourism organisations throughout New Zealand have come on board 101 Must-Do Weekends, suggesting weekend activities for both locals and visitors.

“New Zealand has so many special places to visit, things to do and events to experience. Too often we do nothing on the weekends – when we should be making the most of them. Let’s get off our bums and use the weekends to rediscover our country,” says Peter Blackwell, General Manager of AA Tourism.

“Regardless what interests you - cuisine, adventure, family fun, indulgence, sport or culture - there is something for everyone, for every weekend! And it’s important to remember that there are so many free and fun things to do. You don’t have to spend a lot of money to get a whole lot of pleasure.”

“Unfortunately New Zealand parochialism still continues to hurt us – it’s time to forget all the regional stereotypes and to use the weekends to discover what our country is really all about - not what we think or have been told it is like.”

Ministry of Tourism survey data released in January showed Kiwis spent $1 billion more on domestic travel in the year to September 2007 than they did in the previous 12 month period, an increase of 10.4%.

“The AA is incredibly proud that it has helped to reverse a six year decline and rebuild New Zealand’s domestic tourism. Last year’s campaign was a fantastic success, reminding all of us of the 101 best experiences on offer in New Zealand. We hope the 101 Must-Do Weekends campaign will contribute to even greater growth and another fantastic twelve months for domestic tourism.”

ENDS

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