Northland Targets Domestic Dollar

Media release
Immediate release, Tuesday 27 March 2012

Northland Targets Domestic Dollar
Destination Northland has joined forces with the Northern Advocate and Northern Publishing to produce a 32 page “Come to Northland” supplement which will be inserted into over 52,000 copies of the NZ Herald on Wednesday 28th March, targeting specific areas of Auckland and Wellington.

Northland “First Region of New Zealand” is a popular destination for domestic breaks. But with the downturn in the international market as a result of the global economic crisis, it’s more important than ever to target potential domestic visitors. The tone of the supplement is “Come to Northland…where summer lasts longer.”

Chairman of the Northland Tourism Development Group Jeroen Jongejans says “Northland is New Zealand’s only subtropical region. The days are warmer and the sea temperature remains mild right through the Autumn months, so it’s a great place to get out there and enjoy yourselves, without the crowds.”

With the NZ Herald averaging 3 readers per copy, the region’s tourism industry has seen the potential of this targeted publication as a means of tapping into the domestic market and encourage New Zealanders to spend their Autumn holiday dollars in Northland as opposed to other regions or overseas. Many Northland tourism businesses have come up with deals and Autumn specials (including Easter and the school holidays) to promote in the supplement and on www.northlandnz.com. Advertising sales have seen the initially proposed 24 page supplement growing to a robust 32 pages.

The publication was devised by Northern Advocate editor Craig Cooper and general manager Greg Alexander, both whom have worked in media in New Zealand tourism mecca Rotorua.
The pair have collaborated on other unique projects, and enjoy the challenge of putting new publications together for new markets. “The industry and Destination Northland has been very supportive of this new venture – let’s hope the weather is great for Easter and our tourism businesses prosper,’’ Mr Alexander said.

In addition to the insert, Destination Northland has secured an Air New Zealand Grabaseat “Northland” promotion day later in the week with flight deals from Auckland to all 3 Northland airports and - for the first time ever – Grabaseat fares displayed from Wellington to Northland. These special fares will be on sale for one day only and be valid for selected travel dates during May & June 2012 to Whangarei, Bay of Islands & Kaitaia. The Grabaseat website will carry the Northland branding for the day and will be linked to the specials and offers listed on northlandnz.com.

ENDS

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