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Tourism Australia Has New Mate As APN Signs On

For immediate release

Tourism Australia Has New Mate As APN Signs On As Media Partner

Tourism Australia today announced APN New Zealand has been appointed media content partner for Tourism Australia in New Zealand.

Tourism Australia Regional Manager, Vito Anzelmi, said the media partnership is in line with Tourism Australia's strategy to encourage New Zealanders to reappraise Australia as a destination.

"This partnership will enable Tourism Australia to fill the knowledge gap about the experiences on offer in Australia by providing more rich content to the market. New Zealanders can look forward to greater access to comprehensive and compelling information in supplements, magazines and online."

Anzelmi said APN offers extensive leverage opportunities as the company can produce and distribute information via a range of publication titles and multi-media channels.

"APN's portfolio was the best fit with Tourism Australia's "Experience Seeker" target market."

Anzelmi said that providing rich content via multiple channels complements the next phase of the successful 'So, Where the bloody hell are you?' campaign which has generated extensive awareness of Australia as a holiday and travel destination.

"'So, Where the bloody hell are you?' is a unique way of inviting New Zealanders to reappraise Australia. Our research shows that Kiwis are increasingly looking for new and exciting travel experiences, but are not sure how to source credible information."

This programme will provide Tourism Australia's Premier retail agent partners with additional opportunities to upsell Australia to "Experience Seekers", who look for new insights and ideas to give them a deeper experience than the average traveller.

"We know that over 51 per cent of our target market use travel agents to book their Australian travel. We want to motivate New Zealanders to travel to Australia by increasing their knowledge of unique and evocative experiences that exist there," said Anzelmi.

"APN is delighted to be appointed media partner for Tourism Australia," said Sarah Sandley, APN's General Manager for Advertising Sales and Marketing.

"The content complements our range of publications and is both appealing and relevant to our readers, many of who are experience seeking travellers. The partnership has clear benefits for both parties and we are committed to helping Tourism Australia meet its goals."

APN New Zealand publishes New Zealand's leading metropolitan daily newspaper, The New Zealand Herald as well as Herald on Sunday, The Aucklander and nine daily newspapers outside Auckland. NZ Magazines whose titles include The New Zealand Listener, The NZ Woman's Weekly and Creme Magazine is also a division of APN.


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