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Wellington Keeps its Sights on Australia

Friday 1 February 2008

Wellington Keeps its Sights on Australia

Wellington is keeping its sights focused on the ever-important Australia visitor market, and is gearing up for its autumn round of consumer advertising.

The capital will take part in Tourism New Zealand’s ‘Green and Gold’ campaign, part of the overall ‘What’s On’ campaign. Wellington has been involved in ‘What’s On’ since it launched in August 2006, which is about giving Australians specific reasons to visit different regions in New Zealand.

“Australia is a strategically important market for Wellington tourism,” says Positively Wellington Tourism CEO Tim Cossar. “One third of our international visitors come from Australia, and it’s vital for Wellington to remain visible in this market.”

Tourism New Zealand’s ‘Green and Gold’ television and online advertising campaign starts this weekend in Australia, and Wellington’s advertising will run from 10 February – 13 April. Australian viewers will see a new advert promoting Wellington’s arts and music festivals taking place in autumn, along with Wellington’s 15 second television advert.

Tim says now, more than ever, it’s important for Wellington to remain focused on the Australian visitor market. “This year may be a challenging one for the city, in terms of international visitors. The United States is in election year, which may see growth slow out of that market. At times like this, it’s important to keep our sights firmly set on our biggest international visitor market, Australia.”

“Tourism New Zealand’s ‘What’s On’ campaign gives Wellington a fantastic platform for getting its message heard in Australia. Consistent marketing is important, and we know that the ‘What’s On’ campaign is getting real cut-through.”

Wellington still faces brand challenges in Australia, where it has traditionally been viewed as bureaucratic, and a little dull. “But those perceptions are starting to change. Australians are beginning to see the real Wellington – a boutique city that offers arts, culture, great events and fantastic food and wine.”

Tim says partnership is crucial to making a difference in the Australian market. “We would not be able to do what we do without the support of our commercial partners. These include Wellington International Airport, the Interislander, Air New Zealand, Te Papa and local authorities that form the greater Wellington region.”


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