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Marketing Partnership Set to Boost Tourism from US

Marketing Partnership Set to Boost Tourism from the US

New Zealand will be beamed into the homes of millions of Americans tonight (8pm US Eastern-standard time), as the final six contestants in the latest series of America’s Next Top Model head to New Zealand.

Tourism New Zealand and Air New Zealand jointly hosted the America’s Next Top Model crew for three episodes of filming in November and December last year.

It is one of the first major results to come out of a new US marketing partnership between Tourism New Zealand and Air New Zealand, which aims to more than double US arrivals from just under 200,000 to around 320,000 by 2014.

Tourism New Zealand Chief Executive Kevin Bowler says: “By bringing television shows like America’s Next Top Model out here to film, we are enriching the ‘100% Pure New Zealand’ campaign and showing Americans what they can actually do when they come to New Zealand.”

A website – www.gonewzealand.com – has been launched by Tourism New Zealand and Air New Zealand, where America’s Next Top Model content and travel deals will be rolled out as each episode goes to air.

The new marketing partnership will be the single largest investment in one market the two organisations have made, with several millions of dollars to be committed over the next 12 months. Activity will cover PR, online marketing and advertising; as well as efforts to build the cruise and incentive markets out of the US, and increase positive word-of-mouth from US travellers visiting New Zealand.

ENDS

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