Major Aussie campaign to boost Northland tourism numbers

Media release

17 January 2011

Major Aussie campaign to boost Northland tourism numbers

A group of 35 Northland tourism businesses, Northland’s four councils, Northland’s regional tourism organisation, Destination Northland and Tourism New Zealand have joined forces and resources to make a major marketing push into Australia.

The Northland campaign is due to kick off on 22nd January in the prime markets of New South Wales and Victoria with a 15 second Northland television commercial airing some 170 plus times over a two week period. These TV adverts will air directly after the new Tourism New Zealand “100% Pure You” 30 second advertisements which were launched last week.

Partnering with Australian travel wholesaler Kirra Holidays and the Jetset Travelworld retail chain, Kirra tours have put together a series of 18 special Northland travel packages that will be sold through the Australian Jetset Travelworld retail chain of some 800 agencies. The lead-in package advertised on TV retails for AU$599 and includes 5 nights in Northland and return flights from Australia to Auckland.

Anyone who books one of these special travel packages will receive an Aussie Welcome Card which entitles them to bonus offers, benefits and discounts on selected Northland activities within the travel period.

With this TV campaign Destination Northland is pushing Northland as a short break destination for Australians. International Marketing Manager Nineke Metz commented: ‘Australians tend to travel to New Zealand for a 2 week holiday and they stay only 2 nights in Northland. With these packages we are saying, take a short break and relax for 4 or 5 nights in Northland, and come back to New Zealand some other time. Similar to what New Zealanders do when they travel to Australia, taking advantage of the cheap airfares across the Tasman’.

Tourism New Zealand’s CEO Kevin Bowler has congratulated Northland with developing a campaign which successfully integrates New Zealand 100% Pure You.

The $300,000 campaign has been funded by a three way partnership between Northland, Tourism New Zealand and Australian based trade partners. The campaign that is launched on the 22nd January will be targeting Australians to visit the region during the shoulder months of March – May 2011. This is the first time Northland has been able to launch such a major consumer campaign and participate in an effective public and private partnership.

ENDS

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