New Campaign in Australia Targets School Holidays

New Campaign in Australia Targets School Holidays

Tourism New Zealand launched has just launched a new campaign (21 February) in Australia targeting families in the lead up to the April school holidays.

The two-week campaign is being run in conjunction with Pacific Blue and Blue Holidays.

Television and online advertising, which builds on recent early-bird ski advertising, will promote Pacific Blue/Blue Holidays packages to Auckland, Wellington and Christchurch.

Pacific Blue is also working with Regional Tourism Organisations (RTOs) to promote deals to the six gateway cities it flies into.

Tourism New Zealand Chief Executive Kevin Bowler says the joint activity will help keep New Zealand’s profile high in Australia heading into autumn.

“The campaign with Pacific Blue is positioning New Zealand as an affordable destination for families, backed up with a great range of deals.

“We want Australians to think of New Zealand as having a good choice of regions and destinations, and highlighting the gateway cities through our advertising and RTO activity will build on that message,” says Kevin Bowler.

The new television commercials are in addition to advertising work already underway in Australia as part of the Joint Venture funding collaboration with RTOs.

The Joint Venture Fund, announced in January, saw $5 million of Government funds matched by RTOs and commercial operators to provide a $10 million marketing fund in Australia.

“Australia remains a focus for Tourism New Zealand this year. The joint-venture fund, high profile public relations and media activity and continued 100% Pure New Zealand campaign work will help make sure New Zealand is visible and encourage ongoing growth out of this market,” says Kevin Bowler.

Visitors from Australia were up 10.9 per cent to 1.08 million in the year ending December 2009. Holiday visitors from this market were up almost 20 per cent to 458,000.

ENDS

© Scoop Media