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‘Whats On’ Campaign brings more Aussies to NZ

21 November 2006


‘Whats On’ Campaign brings more Aussies to New Zealand

A new Tourism New Zealand campaign in Australia is reaping rewards with a jump in visitor arrivals from across the Tasman in October this year.

Figures just released from Statistics New Zealand show the number of visitors to New Zealand increased by 5.9 this October compared with the same time last year.

Visitors from Australia increased by 12.5% in October 2006 to a record 72,000 with holiday visitors up 16% and Tourism New Zealand Chief Executive George Hickton says the results of the $6 million dollar campaign are a victory for the New Zealand Tourism industry.

“The industry has been reporting a lot of increased interest in New Zealand from the Australian market since we launched the ‘What’s On’ campaign in early August. This is reflected in the October figures which show a 16% increase in holiday arrivals from across the Tasman.”

Some of New Zealand’s regions also invested and Mr Hickton says this has certainly enhanced the campaign.

The investment of Wellington and Rotorua in the Spring part of the campaign has not only increased the budget for the campaign but specifically featuring these regions has helped broaden Australians understanding of what New Zealand has to offer.”

Mr Hickton says a move in part of the school holidays to October also contributed to the increase.

The campaign, launched by Tourism Minister Damien O’Connor in Australia August, features kiwi TV personalities Petra Bagust and Robbie Magasiva using ipods to show Australians at work what New Zealand has to offer as a visitor destination and Mr Hickton says it has proved to be so successful they’re looking at expanding it.

“The use of ipods is so much a part of many cultures now that using it in advertising has captured the imagination of our trans Tasman neighbours. We are now starting to use the concept at events, on websites and to train the tourism trade”

The “Whats On campaign directs Australians to Tourism New Zealand’s consumer website and since its launch has increased user sessions on the site by over 50%.

In other tourism markets:

US up 5%
UK up 5.5%
Japan down 24.2%
Germany up 0.5%
China up 24.6%


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