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Australia Campaign Reveals Kiwis as Coastal Cruisers

Australia Campaign Reveals Kiwis as Coastal Cruisers

Auckland, New Zealand – 18 March 2013. Tourism Australia’s latest Kiwi campaign showcasing why ‘there’s nothing like Australia’ has revealed insights about what Kiwis love to do most when they travel. The campaign, which ran from January to March and was accompanied by a competition to win a $10,000 tailor-made Aussie holiday by ‘discovering your travel profile’, proved that most Kiwis are ‘coastal cruisers’. With 25,000kms of coastline and 11,761 mainland beaches in Australia, Kiwis appetite for a coastal holiday will be well and truly sated.

The campaign insights match those of a recent Consumer Demand Research Project conducted by Sydney agency, BDA, whereby New Zealanders ranked great swimming beaches as the factor they associate most with Australia and rated ‘beaches’ as the most appealing attraction in Australia with Great Barrier Reef and climate coming in second and third.

http://www.bestofaustralia.co.nz encouraged Kiwis to participate in a competition tailored to their personal holiday preference and then to learn more about the best Australian experiences for their preference. The five key travel profiles and how they rated were : Coastal Cruiser 30%, Food Fanatic 24%, Nature Seeker 18%, , Eco Indulger 18%, Active Adventurer 10%

Tourism Australia New Zealand Region General Manager, Jenny Aitken says “the campaign, revealed insights that validate what we already knew about New Zealanders affinity with coastal experiences and close connection with nature.” Inviting travellers to discover their travel profile has also proved to be a winner in itself, with Ms Aitken confirming the campaign and competition as one of the most successful the national tourism agency has run in recent times for them and their campaign partners.

Ms Aitken adds that New Zealanders innate curiosity about new and inspiring holiday ideas will be piqued by the other travel categories that present the unique and diverse range of Australian experiences on offer to Kiwis. Ms Aitken says alongside experiential preferences, Kiwis cited safety as the most important consideration when choosing a holiday, followed by natural beauty, welcoming people, value for money and good food and wine. It was widely accepted that Australia offers some of the most beautiful, safe and high quality holiday experiences in the world with world-class food and wine.

With more than 1 million Kiwis choosing to visit Australia each year and 93% returning for more, Ms Aitken says it is essential New Zealanders are continually presented with the ever evolving Australian tourism offering, many of which are recognised as being the best in the world.

In keeping with the coastal theme, Australia’s beaches are certainly up there in the ‘best of’ categories for many travellers and commentators. Most recently these have been compiled into an e-book and online resource available at http://101bestbeaches.com/ Compiled by authors Andy Short and Brad Eamer, who visited everyone of Australia’s 11,761 mainland beaches to compile their highly authorative listings and recommendations.

To discover your very own ‘best beach’ in Australia, Tourism Australia has presented their top ten ‘best beaches’ by holiday preference. They are; Top Ten What Lies Beyond Beaches for those who see the beach as a starting point for a wonderful exploration that can lead into a wider coastal environment. Top Ten Most Interesting Beaches are those with exciting stories or legacies to share and for those travellers who are keen to tread in the sands of history, time and of the characters who walked before them. Top Ten Remote Natural Beaches for those who really want to get away from it all and indulge their coastal passion off the beaten track.

Media downloads on details of these beaches are available at http://www.media.australia.com key word ‘Coastal Lifestyle’ or ‘Best Beaches’

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