A Memorandum of Understanding (MOU) was announced by TNZ
Chief Executive Kevin Bowler and Qantas Regional General Manager New Zealand
and Pacific Islands,
Rohan Garnett at the industry trade event TRENZ 2012 in Queenstown, New Zealand.
The MOU outlines a financial commitment to joint planning
and partnership marketing in New Zealand's key tourism markets of Australia,
the USA, the UK and Germany.
Each party will invest NZD one million each year for two
years from 1 July 2012, to 30 June 2014.
"Qantas has served New Zealand for over 50 years and
we are committed to bringing international visitors here through our extensive
global, Australian and trans-Tasman network.
"We are delighted to be partnering with TNZ to promote
the world-class tourism experiences on offer in this country. By working
together we hope to make a compelling case for visitors in key markets to visit
NZ flying with Qantas.
"We particularly look forward to developing the inbound
tourism market from Australia,
which underpins the close economic and cultural relationship between our two
countries. In the long-haul markets of the UK,
US and Germany, meanwhile, a
combined approach will ensure New
Zealand stands out in the competitive global
tourism environment."
Kevin Bowler says a partnership approach to marketing
underpins the organisation's strategy and is delivering impressive results.
"Through partnership marketing we achieve greater reach
and effectiveness of our campaigns by combining funds and offering attractive
offers for potential visitors. With access to Qantas's databases such as
Frequent Flyer, we can also be much more targeted in our marketing and talk
directly to people with an interest in the 100% Pure New Zealand experiences on
offer.
"Having delivered partnership campaigns with Qantas
previously, we know how successful they can be.
"In May last year we supported the Qantas 'Great
Crusade' competition which offered flights to New Zealand and a scenic tour of
the country to follow the Qantas Wallabies.
"Around 70 per cent of those who saw the campaign
agreed that it increased their interest in visiting New Zealand within 12
months and some AU$1 million in PR exposure was achieved."
Kevin Bowler |
"Qantas remains a significant airline out of the US, Germany
and Europe and we expect this partnership to help tackle some of the challenges
we face in those markets with the high New Zealand dollar and global financial
crisis."
Partnership agreements are estimated to add an additional
NZ$25 million to TNZ's NZ$84 million annual budget in the year ending 30 June
2012.
Cooperative activity includes advertising and promotional
campaigns, television promotional activities, and an on-line presence and
profile through each party's websites.
Tourism New Zealand
Tourism New Zealand
markets New Zealand
to the world as a visitor destination. In the year ending December 2011, more
than 2.6 million international visitors came to New Zealand. International tourism
is one of New Zealand's
largest earners of foreign exchange, adding around NZ$9.7 billion annually to
the nation's economy. www.tourismnewzealand.com
http://www.tourismnewzealand.com
Qantas
Qantas is Australia's
largest domestic and international airline. It is one of the world's most
respected full-service airlines and an iconic Australian brand, with an
outstanding reputation in safety, customer service, operational efficiency and
technical innovation. The Qantas network spans 46 countries across Australia, Asia and the Pacific, the Americas, Europe and Africa.
Visitor Statistics
Rohan Garnett |
Australia
1,168,316, 11.1 days, $1,567
United Kingdom 222,152, 28.2 days, $2,822
Germany
63,492, 44.7 days, $3,808
United States 184,056, 18.7 days, $2,624
For more information
Thomas Woodward, Senior Adviser,
Corporate Communication, Qantas
thomaswoodward@qantas.com.au phone + 61 424 245 265
Corporate Communication, Qantas
thomaswoodward@qantas.com.au phone + 61 424 245 265
Courtney Rule, Hill+Knowlton
Courtney.rule@hkstrategies.com;
+61 2 9286 1289
No comments:
Post a Comment