Tourism New Zealand has kicked off its 2018 winter campaigning with a $750,000 drive to attract Australians to the North Island.
The six-week drive aims to capitalise on the spare capacity in accommodation and experiences in Taupo and Rotorua from June until September.
It will showcases experiences including geysers, hot pools, glow worm caves and cultural events with a snow experience at Whakapapa, Mt Ruapehu as part of a wider winter touring holiday.
A short video is running on digital channels to showcase the region as part of the campaign work.
TNZ worked with with Auckland Airport, Rotorua, Taupo and Ruapehu tourism organisations and Ruapehu Alpine Lifts on the six-week promotion. The trade partner for the work is Qantas Holidays.
It used agencies Blue 449 for media and TBWA for creative.
A separate campaign specifically targeting skiing in New Zealand will also start in March.
Australia is New Zealand’s largest inbound tourism market, accounting for almost half of all visitors. Nearly 600,000 Australian visitors come to New Zealand each year for a holiday, with summer remaining the most popular season for international visitors.
TNZ chief executive, Stephen England-Hall, said that Australians are motivated to travel by experiences that are different to their everyday life.
“This work is about highlighting a couple of ‘iconic’ winter experiences within the central North Island and demonstrating the diversity of other experiences within the region, giving potential visitors a clear reason to visit.
He added that the Central North Island region “is ready to increase its profile” as an attractive winter touring holiday destination for Australians and this is a “great opportunity to showcase New Zealand is an all-year holiday destination.”
Latest Tourism New Zealand campaigns targeting Australia:
November 2017: A six-week campaign aiming to increase Christchurch airport arrivals from Australia by 5% in autumn 2018
January 2018: A $3.2m 12-week drive to promote the West Coast of the South Island and Northland as autumn travel destinations to Australians.
February 2018: A $500,000 four-week campaign that aims to increase Australian visitors to Wellington and Marlborough in the autumn by 7.5%.