'Come and experience world class New Zealand food and wine first
hand' is the message behind Tourism New Zealand's upcoming campaign
targeting Australian travellers.
Launching in early November the campaign profiles a range of
food and wine experiences that can be found in Hawke's Bay,
Wairarapa, Marlborough and Wellington.
"The campaign is designed to leverage off New Zealand's close
proximity to Australia and existing associations as a
leading food and wine destination to drive sales through the
November - January and March - May periods," says Tourism New
Zealand's General Manager Australia Tim Burgess.
Advertising for the campaign will feature in Good Food, a popular
insert magazine in The Sydney Morning Herald and The Age.
"Alongside traditional advertising the campaign will use scooters
as mobile billboards, whizzing around busy popular Melbourne and
Sydney hospitality locations and restaurants to generate interest
and promote the campaign," says Tim.
Research has shown that
significant portions of our New Zealand active considerers rate
food and wine highly as an incentive to travel.
"The campaign targets Australian young professionals and
travellers over 50, who are looking for new experiences. We are
confident that this campaign will be a great fit in both of these
markets and will allow us to reach a large number of our active
considerers," says Tim.
The campaign is run in partnership with Positively Wellington
Tourism (PWT), Destination Marlborough, Hut City Council,
Destination Wairarapa, Hawke's Bay Tourism, Wellington
International Airport, Te Papa and Interislander.
PWT General Manager Marketing Sarah Meikle says "Wellington's not
only New Zealand's culinary capital, but also the gateway to other
outstanding food and wine experiences.
"The campaign aims to build awareness of New Zealand's top food
and wine destinations, so that Australians choose to visit the
capital and its neighbouring regions for their next short
Air New Zealand and Flight Centre are the major conversion
partners offering exclusive deals on flights to Wellington, rental
car hire and accommodation in the participating regions.
Read more about marketing activity in the Australian
Lean more about Australian active