Tourism New Zealand has set its sights on one of Australia's
fastest-growing economic regions, launching a new joint venture
campaign with Air New Zealand in Western Australia.
Running from 10 June to 21 July, the new campaign will tempt
visitors with a snowy escape, a rare novelty for Western
Australians. The work will leverage Tourism New Zealand's current
2012 Ski season 'More in every day' which has already received high
levels of engagement with Australian winter holiday visitors.
Western Australia has delivered strong growth in arrivals over the
past year says Tourism New Zealand General Manager Australia Tim
"Looking at the latest international visitor arrival statistics we
can see that Western Australia has grown steadily. Holiday arrivals
are up eight per cent, with a total of 34,968 visitors, while total
arrivals are up 12.4 per cent with almost 90,000 arrivals for the
year ending May 2012.
"Importantly, arrivals from Western Australia also stay longer,
with those on holiday staying an average of 14.9 days - which shows
their value to the industry."
Using the same creative and central message as 'More in every
day', the activity aims to increase awareness of the variety of
things you can do in New Zealand during a winter holiday.
"From Perth, if you want to go skiing or experience a real winter
holiday you have to get on a plane. With Air New Zealand's
increased capacity and direct service it is just as easy and
convenient to make that plane trip an international holiday to New
Zealand," says Tim.
Air New Zealand and alliance partner Virgin Australia announced at
TRENZ plans to boost capacity to its Auckland-Perth service. From 3
September, this will see the airline increase capacity by 70 seats
on its daily service with the introduction of a Boeing 777-200ER
aircraft to one of its fastest growing routes.
Earlier this year Tourism New Zealand attended the Holiday and Travel Show in Perth to promote
destination New Zealand. The shows provided the opportunity to
engage with Western Australia travellers and obtain first-hand
insights to what they are looking for from their holiday
"The holiday shows galvanized how much interest there is in Perth
for a holiday to New Zealand.
"While the current campaign is the first to specifically target
the holiday market in Western Australia we consider it will be the
start of much more to follow."
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