It aims to show Australian holiday makers that in New Zealand – every day brings a different story with lines such as “yesterday the stars guided you – today, all of this is yours to explore, tomorrow the earth will roar”.
The campaign works to showcase the diverse range of experiences available throughout the North Island, all within close proximity to one another.
The activity is being rolled out in partnership with RTOs representing Auckland, Rotorua, Northland, Hamilton-Waikato, Bay of Plenty, Lake Taupo and Coromandel. Qantas, Flight Centre, Tourism Holding Limited (THL), AVIS and Te Puia are also key partners, providing deals and promotion of the campaign via their own channels.
Tim Burgess, Tourism New Zealand’s General Manager Australia, says it is part of Tourism New Zealand’s approach of running fewer, bigger and even better partnership campaigns in the Australian market.
“Our objective is to be able to work with more partners as a collective to deliver consumers a wider range of options for their holiday.
“Last year we ran four major “cluster group” campaigns with a total of 17 different RTOs. “The campaigns were extremely successful and for the year ending July 2013, Australian arrivals are 1.1 per cent in growth.
“This particular campaign fits within our theme of “touring and discovery” – a concept that we know resonates with this market. Our research tells us that being able to easily access unique and new experiences is a key factor in choosing a holiday destination for Australians.
“This latest activity brings this to life – showing that new experiences are waiting around every corner – one day you can be exploring dramatic waterfalls in the rainforest of Auckland’s Waitakere ranges and the next exploring the wonders of the Rotorua geothermal region.”
“Australians considering a holiday are faced with a large range of choice for their holidays – both domestic and international.
“Our campaign will work to convert those active considerers by demonstrating just how easy it is to cross the ditch for an exciting and unique holiday experience,” says Tim.
The campaign builds on last years ‘hidden gems’ which successfully worked to increase preference for a North Island holiday. The ‘Everyday a different story’ theme will be used to portray some of the experiences on offer.
Speaking on behalf of the seven RTO campaign partners, ATEED (Auckland Tourism, Events and Economic Development) Manager Tourism Jason Hill, says it’s great to partner in this way.
“Working in partnership with Tourism New Zealand enables us to get more eye-balls on the campaign and really push the message to Australians about the diverse experiences on offer in the central and upper north island.”
For the next five weeks a range of TV, digital, print and outdoor advertising will showcase these ‘hidden gem’s awaiting travellers in a North Island getaway.
The campaign targets the eastern sea board states of New South Wales, Victoria and Queensland with a particular focus on the main metropolitan areas of Sydney, Melbourne and Brisbane as the largest source markets of Australian visitors to New Zealand.
Campaign advertising will direct people to Tourism New Zealand’s consumer site newzealand.com where active considers can book their holiday.
Australia is New Zealand’s largest international visitor market with 1,189,008 visitors in the years ending September 2013.
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