The Aussies are coming! And Tourism New Zealand is making sure
they come back again. Australia is our closest large tourism market
and this means Tourism New Zealand can take a different approach to
marketing there. We want Australians to talk about going on holiday
not to New Zealand, but to Wellington, Queenstown or Northland;
treating our regions as destinations in themselves.
Tourism New Zealand first launched its Australian advertising
campaign, 'What's On', in Australia in 2006. This informal and
quirky campaign still sits alongside 100% Pure New Zealand in this
market, but it gives Australians compelling reasons to visit New
Zealand now, and to come back again and again.
The short amount of time it takes to cross the Tasman means
Australians have always had a high level of confidence in and
knowledge of New Zealand. But for many, prior to 2006, that
knowledge was out of date - they hadn't kept up with New Zealand's
contemporary culture and tourism offerings. It was time to tell
them 'What's On'.
So, what's on in New Zealand?
By 2006, 100% Pure New Zealand advertising had been in Australia
for over six years. Tourism New Zealand needed to build on the
awareness the campaign had created with a message targeted to the
Australian market.
So New Zealand enlisted the help of television personalities
Robbie Magisiva and Petra Bagust. As the faces of the new campaign,
they began to tell Australians 'What's On' in New Zealand, giving
them plenty of reasons to come here on holiday.
The campaign focussed on building travel outside of the peak
summer months. It promoted events in the shoulder seasons, like the
Montana World of Wearable Art Awards and a Spring Festival, to
promote travel in spring and autumn.
It also began to tell stories about New Zealand's different
tourism gateways and regional offerings, showing Australia that New
Zealand has plenty to offer year-round and how the destination can
be broken up into short trips.
Since the 2006 launch, Robbie and Petra have become household
faces in Australia and the campaign has seen visitor numbers build
steadily. The number of Australians visiting New Zealand in spring,
winter and autumn has increased and New Zealand has a much higher
profile.
By 2009, over half of holiday visitors from Australia were
visiting New Zealand more than once and awareness of New Zealand
and preference to visit here on holiday were up by four per cent in
2008.
'What's On' taxis gave Australians free rides around Sydney,
Melbourne and Brisbane in autumn 2009, generating plenty of
publicity for New Zealand.
Building our 'banker market'
The 'What's On' commercials have evolved over the last few
years, from promoting seasons and events to focusing on regions
and, most recently, specific groups of Australian travellers. But
the tone of the campaign has remained consistent, with its
light-hearted approach well-suited to an Australian audience.
In 2009, thanks to a NZD2.5 million Government funding boost,
the campaign was extended to run through summer, autumn and winter
for the first time since its launch. This sustained presence in
Australia through a difficult time for the industry - the 2008/09
global economic downturn - helped encourage record numbers of
Australians across the ditch in 2009.
In June 2009, New Zealand welcomed one million Australian
visitors in a single calendar year for the first time ever.
Television commercials continue to direct viewers to www.newzealand.com/travel/australia, which
offers information and travel deals tailored to the Australian
market as well as the messages in the campaign. In spring, for
example, it's not unusual to see the Australian gateway to the
website in full bloom.
Take a fresh look
In spring 2009, Tourism New Zealand launched a new extension of
'What's On'. The new advertisements still use Robbie and Petra, but
ask Australians 'Which New Zealand Are You This Time?'
Each advertisement focuses on a different type of experience -
such as luxury, adrenalin or outdoors - meaning advertising appeals
to distinctly different groups of consumers. Advertising is
designed to link more closely with 100% Pure New Zealand and
showcase the places and experiences that are easily accessible
through New Zealand's air gateways.
Much like New Zealanders think of going to the Gold Coast, Noosa
or Melbourne for a short break, the campaign aims to get
Australians thinking of New Zealand regions and experiences as
destinations in their own right.
Joining forces
A joint-venture marketing
fund made available through the New Zealand Government will see
more of New Zealand's regions highlighted in Australia in 2010.
An allocated NZD5 million will be matched by selected Regional
Tourism Organisations (RTOs) to create a range of campaigns that
build on the 100% Pure New Zealand message, while highlighting what
New Zealand's key tourist regions have to offer.
Working with Tourism New Zealand, RTOs have developed their own
television commercials, online campaigns and PR projects that are
helping keep New Zealand in the spotlight in this key market.
Want to know more?
Visit the Australia market guide for more information
on this market and latest campaign work, or contact our Sydney
office or your regional tourism organisation to find out
how you can get involved.
Tourism New Zealand's Australian advertising
appears on screens in office buildings, shopping malls and bus
shelters, as well as on television and in
cinemas.