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Partnered campaigns link Tourism New Zealand activity with an offer through a partner. Brand campaigns are not directly linked with a partner and

typically drive activity to

newzealand.com.

Productivity for profit through driving regional dispersal and shoulder and off season (ski) travel.

Working with the aviation sector

Partnerships with airlines and airports provide essential foundations for building and sustaining supply-side capacity.

Tourism New Zealand partnerships delivered fully integrated joint venture campaign activity to support filling

capacity both in long haul and trans-Tasman routes.

Tourism New Zealand continued to work closely with airlines to support and increase in-bound seat capacity to New

Zealand.

Tourism New Zealand maintains agreements with aviation and airline partners, for example Air New Zealand, where they

are aligned with Tourism New Zealand’s international aviation strategy. Under these agreements partnered marketing

campaigns are carried out that support the aviation routes that are critical to developing tourism.

Working with the aviation sector activity aligns with the Tourism 2025 framework, in particular the theme of:

Growing sustainable air connectivity through memorandums of understanding with Air New Zealand and other

airlines, cooperation with airports and with connection to other parts of Government and Ministers. Delivering fully

integrated joint venture campaigns allows flexible timing of activity to build non-peak travel to assist with airline load

factors with the long term aim of building sustainable airline connections to New Zealand.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s joint venture and aviation activity is primarily aimed at achieving partnerships to activate

conversion and extend marketing reach.

Activity 3: Partner with the travel industry to convert interest in New Zealand into travel and to

extend marketing reach

Result/measure

Performance

Status

Quantity

Key markets partnership campaign activity

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Australia

Target:

8 partnered campaigns

23

Achieved

China

Target:

6 partnered campaigns

9

Achieved

USA

Target:

6 partnered campaigns

16

Achieved

UK

Target:

4 partnered campaigns

13

Achieved

Germany

Target:

4 partnered campaigns

8

Achieved

Japan

Target:

4 partnered campaigns

5

Achieved

Emerging markets partnership campaign activity delivered

India

Target:

2 partnered campaigns

5

Achieved

Indonesia

Target:

2 partnered campaigns

3

Achieved

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