Gordon Campbell | Parliament TV | Parliament Today | Video | Questions Of the Day | Search


Budget 2003: Tourism campaign targets US traveller

13 May 2003
Media Statement

Pre-Budget announcement

International tourism campaign targets ideal US travellers

Minister of Tourism Mark Burton today announced budget funding of $15 million over three years, aimed at increasing New Zealand’s market share in the United States among our ideal visitors—high-value, interactive travellers.
The money will be used to fund a US-specific version of Tourism New Zealand’s global 100% Pure campaign, designed to maximise marketing opportunities provided by New Zealand’s currently high media profile in the United States.

“2002 was a watershed year for tourism in New Zealand. The extraordinary publicity we have received through the Lord of the Rings trilogy, the America’s cup, and our ongoing and successful partnership with the Discovery channel has been invaluable, and it is essential that we capitalise on it.

“The USA is the world’s largest outbound market, with some 34 million people leaving the USA every year on holiday. Their international travel has been growing at some 7 percent per annum since 1990, with the average spend per traveller increasing by 5.4% per annum.

“Many travellers from the US fit the profile of our ideal visitor. They travel regularly, actively participate in the natural environment, seek a wide range of authentic experiences, and are large consumers of Maori cultural product.

“In 2002, we had over 200,000 visitors from the US, with an average spend of $4,400. That’s $1000 more than the average international visitor—and an $880 million contribution to the New Zealand economy.

Mark Burton says that the campaign will begin later this year, and will largely be focused on California and New York, which together account for 33 percent of all outbound travel from the USA. Tourism New Zealand will be investing a further $2 million of reprioritised funding in the campaign, as well as developing on-line programmes with their media partners.

USA 100% Pure will centre on:

- Discovery Channel programming and exposure
- Outdoor campaigns in Los Angeles, San Francisco, and possibly New York
- Promotional activities at targeted events such as food and wine festivals
- Magazine campaigns
- Partnered Internet marketing with key on-line travel providers and campaign media partners, and
- Working with key partners to maximise impact in the market place.

Mark Burton said that recent growth in Internet travel sales offered significant opportunities for direct business in the US market.

“Worldwide, travellers purchase US$23 billion worth of online travel products every year. This campaign will focus on increasing the value of New Zealand’s Internet presence to visitors, the tourism sector, and the media.

“Americans are looking for the kind of holiday that New Zealand can provide, and this major initiative is focused on increasing market awareness of the wide variety of experiences and products we have to offer.”

For more budget information, visit www.beehive.govt.nz/budget/home.cfm.


© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines


Also, Loan Interest: Productivity Commission On Tertiary Education

Key recommendations include better quality control; making it easier for students to transfer between courses; abolishing University Entrance; enabling tertiary institutions to own and control their assets; making it easier for new providers to enter the system; and facilitating more and faster innovation by tertiary education providers... More>>


Higher Payments: Wellington Regional Council Becomes A Living Wage Employer

Councillor Sue Kedgley said she was delighted that the Wellington Regional Council unanimously adopted her motion to become a Living Wage employer, making it the first regional council in New Zealand to do so. More>>


Scoop Images:
Dame Patsy Reddy Sworn In As Governor-General

This morning Dame Patsy Reddy was sworn in as the New Zealand Realm’s 21st Governor-General. The ceremony began with a pōwhiri to welcome Dame Patsy and her husband Sir David Gascoigne to Parliament. More>>


Ruataniwha: DOC, Hawke's Bay Council Developer Take Supreme Court Appeal

The Department of Conservation and Hawke's Bay Regional Investment Company (HBRIC) are appealing to the Supreme Court over a conservation land swap which the Court of Appeal halted. More>>


With NZ's Marama Davidson: Women’s Flotilla Leaves Sicily – Heading For Gaza

Women representing 13 countries spanning five continents began their journey yesterday on Zaytouna-Oliva to the shores of Gaza, which has been under blockade since 2007. On board are a Nobel Peace Laureate, three parliamentarians, a decorated US diplomat, journalists, an Olympic athlete, and a physician. A list of the women with their background can be found here. More>>

Gordon Campbell: On The Key Style Of Crisis Management

At Monday’s post Cabinet press conference Key was in his finest wide- eyed “Problem? What problem?” mode. No, there wasn’t really a problem that top MPI officials had been at odds with each other over the meaning of the fisheries policy and how that policy should be pursued... More>>


Mt Roskill: Greens Will Not Stand In Likely Post-Goff By-Election

“The Green Party’s priority is changing the Government in 2017, and as part of that we’ve decided that we won’t stand a candidate in the probable Mt Roskill by-election... This decision shows the Memorandum of Understanding between Labour and the Green Party is working." More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news